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UNIV. OF MD C0LL ^|?u,,mjn |||l|l 

3 1M30 Q55T1T77S 

Digitized by the Internet Archive 
in 2013 




of Maryland DRUG sales 
are covered by WITH at 
lowest cost per thousand! 

Vnd the other 24% are so far from Baltimore 
hat they're actually controlled by distribu- 
ion centers outside of Maryland. 
Vhen you buy W-I-T-H, you buy all of 
Metropolitan Baltimore's burgeoning popula- 
ion of 1,550,645**— up 20.2 T c in the past 
ieven years alone. You get blanket coverage 

SaJes Management, 1957 

of the total effective buying market— and no 
waste coverage. You get by far the lowest cost 
per thousand. 

That's why W-I-T-H has twice as many adver- 
tisers as any other Baltimore radio station. 
That's why ... for drugs and every other 
product ... it rates as your first choice. 

"Metropolitan Research 

K "figures"! 
Baltimore's best 
adio buy is . . . 



It is in the spotlight 
because it has come so 
far so fast, because big- 
ness has not made it im- 
mune to problems and 
because its structure i<- 
ie among agencies 

Piggy-back mar- 
keting launches 
a new coffee 

Page 34 

1957 radio set 
sales biggest 
since tv era 

Page 37 

Proof that tv 
can sell 
almost anything 

Page 41 


presentatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington; Simmons Associates in Chicago and Boston; 
Ke Brown Co. in Dallas, Houston, Denver. Atlanta, Miami, New Orleans; McGavren-Quinn in Seattle, San Francisco, Los Angeles. 




This od originally appeared in 
The Wall Street Journal, Broad- 
casting & Telecasting, and Sponsor. 

Thanks, NBC 

Your ad in The Wall St act Journal, Broadcasting & Telecasting, and Sponsor 
so adequately told our story. 

We're proud of our affiliation with NBC... and we're proud of the facts you 
brought out in the ad. ..facts like: 

. .. j 2 V ( audience rating increase in key time periods! 
. . . that ')()< f of today's KFAB audiences arc adults! 

Like you say, NBC . KFAB is on the move w^ producing big results for adver- 
tisers daily ind doing it for a lower cost-per-thousand than any other Omaha station. 

more facts from Petry— or from KFAB*s General Sales Manager, 
I R. Morrison. 


A B 


(Advci i 

Buyers and Users of Radio Advertising in Iowa 

File this page with your folder on Des Moines Radio. This is 
information you must know in "shopping" this great market wisely. 

KRNT went on the air 22 years ago. Its management has always tried to operate in such 
a manner that the public would be proud of the station. 

KRNT is a 5,000-watt affiliate of the Columbia Broadcasting System. 

KRNT is important to people. It is manned by people who have important work to do and 
they know it and the public knows it. 

KRNT is programmed with the whole family in mind. It presents a balanced schedule of 
entertainment, religious, agricultural, educational, news, sports and discussion programs each 
week. This station operates in the public interest, convenience and necessity. It is mature. 

The KRNT news operation is directed by a professional newsman. He directs a staff of 
eight professional newsmen. The newscasts on this station are now, and have been, among the 
highest rated in the United States. The people respect KRNT newscasts for their accuracy and 
objectivity. They like their completeness. KRNT news presentations are adult. 

KRNT's professional three-man sports team is headed by a former college and professional 
athlete known throughout the nation. KRNT programs sports events heavily, and does them pro- 

Music heard on KRNT is selected by a qualified music director, a man of musical knowl- 
edge, a professional musical arranger. The music is selected for family appeal. Our musical offer- 
ings are always in good taste. 

KRNT personalities are erudite, articulate, friendly, alert emcees. They serve as hosts. 
They are not "disc jockeys". Their bid to fame is not jive talk. They did not get to be be favored 
personalities by flagpole sitting or playing some record over and over for 24 hours. They are con- 
stant, useful companions to thousands. They entertain. They inform. They serve the people. 

Here is an example. One afternoon recently when a snow storm caused hazardous driving 
and traffic tie-ups, KRNT threw formats away and reported conditions from all over the area. Four 
hundred phone calls were handled on a three-hour program. People depend on KRNT . . . KRNT 
never lets them down. The people who work here take pride in its operation and the people who 
listen to it respect it. 

Because KRNT stands for something, it amounts to something to people. The policies which 
govern KRNT are well known by the people. There are many products and services we won't ad- 
vertise. For instance, we don't accept beer or liquor advertising and people know we turn down 
thousands of dollars from this classification each year. In the last city election, KRNT did not 
sell political advertising. We gave it away — equitably — to all candidates. In this particularly vital 
election we figured the public was best served that way. Not all the people agree with the policies 
which govern our operation but they respect us because they know our principles are not for sale. 
KRNT is believable. 

Character makes a medium believable. To be acted upon advertising has to be believed by 
the people you want to sell. It makes all the difference in the world who represents your company. 
KRNT has spent years building strong character in the community. It represents you well. Its repu- 
tation for dependability has been firmly established and is jealously guarded. 

That's why KRNT is famous for results for advertisers. KRNT is believed in by most people. 
It has character. It stands for good things in the community. It has great acceptability among 
people in the age of acquisition. It amounts to something to people who amount to something. It 
is believed by people. 

KRNT is a successful commercial station. It carries more local advertising by far than any 
other station in this six-station market. Most of its business is repeat business. It has an excellent 
repeat national spot business. 

KRNT is a good radio station . . . has exceedingly high ratings, too. 

KRNT, Des Moines, Iowa, is represented by a good organization, the Katz Agency, and their 
office is as near you as your telephone. 


4 JANUARY 1958 




All eyes on McCann 

29 The number one air media agency is in t lie spotlight because it lias 
come so far so fast, because bigness has not made it immune to the 
problems of |\ show selection and because it is structurally unique 

Programing prestige at spot costs 

33 F° r companies which need a \ chicle l<> merchandise around, here's a 
Gve-minute show pattern which worked for banks, utilities, movers 

Piggy-back marketing plus radio launch a new product 

34 Martinson's introduced its new instant coffee by (ll tying it to 
their established brands and (2l using unique radio commercials 

1957 radio set sales biggest since tv era 

37 Projection of 10-month figures indicates radio set sales last year 
were biggest since 1948. Probable total is running 16% ahead of '56 

Television results 

41 These capsule case histories, 


18 ^gencj Ad Libs 

26 49th and Madison 

69 News & Idea Wrap-Up 

4 Newsmaker of the Week 

68 Picture V\ rap-Up 

64- Sponsoi Uks 

80 Sponsor Hears 

9 Sponsor-Scope 

inged by categories, provide proof 
product or service 

88 Sponsor Speaks 

66 Spot Buys 

88 Ten Second Spots 

14 Timebuyers at Work 

86 Tv and Radio Newsmakers 

77 Washington Week 

24 Women's Week 

In Upcoming Issues 

How clients will pick agencies this year 

\ record number of account shifts may be coming. How will clients 
choose new shops? Based on some of the recent agency changes, here's 
the likely pattern 

All eyes on McCann 

The 11 January issue of ! 
ideas are stimulated 

iclude the McCann-Erickson 

linking and how commercial 


Elaine Couper Glenn 

Bernard Piatt 
General Manager 

Arch L. Madsen 

Executive Editor 

Miles David 
News Editor 
Ben Bodec 
Senior Editors 

Alfred J. Jaffe 

W. F. 


Harold Meden 
Film Editor 
Barbara Wilkens 
Assistant Editors 

Jack Lindru 



Contributing Editors 

Bob Foreman 

Joe Csida 

Art Editor 

Phil Franznick 

Martin Gustavson, Asst. 

Production Editor 


. Har 

Associate Sales Manager 

Jane Pinkerton 
VP-Western Manager 


D. Cooper 

Southern Manager 

Herb Martin 
Midwest Manager 

Sam B. Schneider 
Mid-Atlantic Manager 

Donald C. Fuller 
Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Dorris Bowers 

Debby Fronstin 
Accounting Department 



combined with TV. Executive, Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
(49th & Madison) New York 17, N. Y. Tele- 
phone: MUrray Hill 8-2772. Chicago Office: 
612 N. Michigan Ave. Phone: SUoerior 7-9863. Los 
Angeles Office: 6087 Sunset Boulevard. Phone 
Hollywood 4-8089 Printing Office: 3110 Elm 
Ave., Baltimore 11, Md. Subscriptions: United 
States $3 a year. Canada and foreign $4. Sin- 
gle copies 20c. Printed in U.S.A. Address all 
correspondence to 40 E. 49th St., N. Y. 17 
N. Y. MUrray Hill 8-2772. Published weekly by 
SPONSOR Publications Inc Entered as 2nd class 
matter on 29 January 1948 at the Baltimore 
postoffice under the Act of 3 March 1879. 

'1958 Sponsor Publications Inc. 

higher than thi 
boring TV 
this Big Area 

Ask your P.G.YX 
you NCS Cover 

u. .1 


Covers the Quint-Cities 
Plus 39 Surrounding Iowa 
and Illinois Counties. 
Population — 1,583,800* 
Families — 489,700* 
Effective Buying Income — 

* Source: Sales Management 
"Survey of Buying Power," 


On-the-Air since October, 1949 

. . . First in the Quint-Cities 

and First in Iowa . . . Serving the 

largest market between Chicago 

and Omaha . . . between Minneapolis 

and St. Louis. 

operates WHO-TV 

f Central Broadcasting Company which also owns and 
nd WHO- Radio-Des Moines 

The Quint-Cities Station 
— Davenport and Betten- 
dorf in Iowa: Rock Is- 
land, Moline and East 
Moline in Illinois. 


Col. B. J. Palmer, 

Ernest C. Sanders, 

Res. Mgr. 
Mark Wodlinger, 

Res. Sales Manager 


of the week 

'"''When Johnny Ontler retires, an era retires,' 1 '' a broadcaster 
recently said of the general manager of WSB, Atlanta. This 
week Outler retired, uas temlered a banquet, heard WSB 
executive director J. Leonard Reinsch pay tribute to his 
distinguished service, received a 14-foot cruiser as a gift. 

The newsmaker: John M. Outler. fiery champion of 
everything he helieved was right for radio, comes from the dis- 
tinguished breed of ex-newspapermen turned broadcasters. In his 
league were the Martin Campbells, George Burbachs, Dean Fetzers, 
Harold Houghs and other graduates of reputable dailies who turned 
in their copy hooks for microphones, bringing the integrity of 
American journalism to the new medium of broadcasting. 

Outler came to WSB in 1931 as business manager from the paper 
that spawned the station — The Atlanta Journal. He had been on the 
Journal since 1916 except for the 
years of World War I when he 
was a First Lieutenant in Field 
Artillery, seeing service in both 
the St. Mihiel and Meuse-Argonne 
offensives with the famed 82nd 

Not only was Outler business 
manager of WSB Radio, but for 
some years was virtually its only 
salesman. In those days he was a 
well-known figure on Madison 
Avenue. "He was always great 
company," one veteran adman re- 
calls. "One minute Outler was a warm philosopher, the next a great 
spinner of yarns with a Southern drawl as wide as Peachtree Street, 
and the next moment he was in deadly earnest; one thing he never 
was — a stuffed shirt." 

Within the ranks of the broadcasters, Outler never sat back and 
let things run their course. If something was good for radio, he 
reasoned, then it was worth taking the stump for. Outler was one 
of the organizers of the National Association of Broadcasters, serv- 
ing as chairman of the group's executive committee for one jreai 
and as a committee member for three. In 1956-57, he was chairman 
of the radio board of directors of NARTB. With WSB an NBC 
affiliate, it followed that Outler serve as a member of the network's 
stations planning and advisory committee. His reputation as a radio 
pioneer plus his peppery style of self-expression placed him in de- 
mand as a speaker at trade meetings and at clinics conducted by 
Broadcast Music, Inc. In 1944, he became general manager of WSB 
Radio, doubling in that assignment in 1948 when tv was added. 

WSB continued to expand, outgrowing its studios and offices in 
Atlanta's Biltmore Hotel, and about a year-and-a-half ago moved 
into its new $] million Southern Colonial-style station. ^ 

John M. Outler 

4 JANUARY 1958 



During the prime "AA" nighttime hours, when the 
stars shine brightest, WRC-TV averages a 43% great- 
er share of audience* than any other station in the 
Capital ! And if you call pronto, WRC-TV will arrange 
ten-, twenty-, or the new thirty-second spots in this 
prime evening time adjacent to the greatest stars 
and shows in television. 

If you figure lovely ladies attract the customers, 
set your sights on availabilities flanking programs 

such as "The Dinah Shore Show" and "The Gisele 
MacKenzie Show. " Or go Western with a fast-action 
show like "The Restless Gun." Or use comedy to 
gladden the hearts of your stubbornest prospects. 
Pick your spot before or after shows like "The 
George Gobel Show, " ' 'Groucho Marx- You Bet Your 
Life' ' and ' 'The Life of Riley. ' ' A choice few of these 
spots among the stars are available now. Call WRC- 
TV or your nearest NBC Spot Sales representative. 

WF ;-TU4 

* ARB- Washington, D. C, Metropolitan Area Report - October 1957. WASHINGTON, D. C. 


Mark this market 

on your list! 




You reach Central and Southern Alabama — containing onc- 
t/iinl of Alabama's population and retail sales — only through 
WSFA-TV. You cannot cover this big, rich market with any 
other TV station or combination of stations. 

Mark Central and Southern Alabama on your list . . . and 
buy it with WSFA-TV! 

WSFA-TV's 35 Alabama counties, including 29-county market 
area defined by Television Magazine 1957 Data Book, plus 
6 counties which have proved regular reception. Does not include 
3 Georgia and 3 Florida bonus counties. 


The WKY Television System, Inc. 
WKY and WKY-TV Oklahoma City 
WTVT Tampa - St. Petersburg 

Represented by the Katz Agency 


effective buying income 

retail sales 

food store sales 

drug store sales 

Sales Management Survey 
of Buying Power, May 1957 

4 JANUARY 1958 





s 3 3 4 billion 

retail sales 



The thriving economy of SELLvania is 
well-known, as exemplified by its sound, 
liberal spending. Proof of the unique 
sales opportunity is 

3'/2 million people 

1,015,655 families 

917,320 TV sets 

%QVa billion annual income 



NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. • IN 


Most significant tv and radio 
news of the week with interpretation 
in depth for busy readers 


4 JANUARY. 1958 

Copyright 1958 

Any appraisal of the air media's 1958 prospects must be hedged by these 
twin unknowns: The length and depth of the economic dip and the profits 

Note that carefully as the preface to the following summary of Madison Avenue's 
expectations for the new year: 

• It will be a mild slump of six or eight months' duration. But in the interim much 
obsolete thinking will be junked. Advertising funds will be reallocated much more 
sharply in line with results. 

• The trap that many hasty advertisers may fall into is to gear his plans for the 
1958-59 season to March or April sales reports. 

• Pressure will mount for shorter-term network commitments. Advertisers will in- 
sist that the networks assume greater program risks, and the networks, in turn, will try to 
pass on this hazard to Hollywood producers. Out of this vicious circle may emerge (a) 
more 60- and 90-minute programs, and (b) an authentic tendency toward Pat Weav- 
er's old magazine concept. 

• The trend toward smaller nighttime commercial units seems certain, making 
it attractive for advertisers to spread into several programs and nights of the week. (See 
item on ABC TV's minute-announcement stratagem on page 11.) 

• As network tv becomes more of a buyer's market and "cost efficiency" becomes the No. 1 
shibboleth, daytime tv will sharpen as a basic "meat-and-potatoes" medium. 

• Hardening of product and services competition will work to the benefit of 
spot. The percentage of the advertising dollar is sure to rise in this category. Advertisers 
will find it increasingly imperative to concentrate on problem or opportunity 

• The economic situation favors network radio as well as spot radio — pri- 
marily because of the cost factor. Both should do as well in 1958 as they did in '57. 

• This will be the year of magnetic tape. For the networks it will have this ad- 
vantage: Assuring program schedule regularity in every section of the country. For 
those who pay the program bills, a possible headache from a union jurisdictional battle 
may be in the making. 

• The willingness and courage of national advertisers to finance innovations 
or new types of programing will lessen. The pressure will heighten on ad managers 
and agencies to deliver audiences safely. Hence the urge for the tried and true. 

• Agencies will be harder put than ever to participate in every facet of the 
client's marketing function. They'll have to become expert in marketing cost analyses 
to be in a position to defend their proposed strategies. 

• In this year of the hard-sell, advertisers will seek to milk the last ounce of pro- 
motion and merchandising out of their air media investments. The pressure will be 

; support. 

on both network and station for more merchandising 

The year wound up in a blaze of dollar signs for national spot radio. 

After a mild November, radio activity among the reps last month took on a tempo of 
such proportions that a December record in new and renewed business seems likely- 
Several reps checked by SPONSOR-SCOPE estimated the volume will run 10% to 
15% ahead of the December 1956 high. 


SPONSOR-SCOPE continued . 

As you go over your billings outlook, category by category, for 1958 you 
might find it interesting to know what the top marketing men, who maintain sen- 
sitive feelers on how the money will be spent, have to say. 

Here's a cross-view of their impressions: 

TOBACCO: Sales are expected to zoom another 5% and the ad budgets will keep 

BEER AND SOFT DRINKS: Hard liquors will feel something of a sales drought 
and the advantage will go to the less potent — and cheaper — lines. 

FOODS: Solid all the way, including the convenience foods, whose habits will be 
hard to break. 

SOAP: Sales and ad expenditures will keep reaching upward. Women are expected 
to do more of their own laundering, with added import for the powder packages. 

APPLIANCES: Should be helped (sooner or later) by a modest upturn in housing 

AUTOMOTIVE: Since ad money is allocated according to production, it's all in the 
bag for the initial half of the year. With union negotiations coming up in the summer, 
there's a shadow of doubt about things after that. 

HIGH-PRICED FASHION ITEMS: The tidings are not so forte. Money is tight. 

Mutual is going on an FM station building and/or buying spree. 

It's already filed for an FMer in San Francisco and intends buying or asking the 
FCC for six more. 

The aim is two-fold: (1) Owning its own program-carrying service in areas where 
there's no AT&T service, and (2) complementing the AT&T service where no class A 
lines are available. 

Mutual president Paul Roberts says he's also convinced there's a big future in FM 
from a listener point of view. 

The matter of establishing a service that would provide information on tv net- 
work billings has taken a change in course. 

TvB now has come into the picture thus: 

It is exploring a proposition from N. C. Rorabaugh which would (a) make him a 
sub-contractor in compiling these reports, and (b) put TvB in the role of selling the 

Meantime, Robert W. Morris, president of BAR, which is proceeding to turn out this 
information in conjunction with LNA, has approached TvB on a proposal of its own. 

Morris told sponsor this week that BAR, as the clearing house for these data as well as 
his expenditures-by-brands service, is willing to charge TvB $6,000 per annum. He's 
asking the same fee from the networks and the top agencies. 

The new LNA-BAR tv and radio network service would provide these elements: 

(1) Advertiser, (2) Brand or brands, (3) day and time of the program, (4) list 
of stations used, (5) total dollars gross for time and program, and (6) total dollars 
expended bv individual brands. 

NBC Radio this week estimated that — if the current pace continues — it will have sold 
70% of the available commercial programing in the fore part of 1958. 

Here's a comparison of NBC's estimated sales per fixed features with the in- 
take a 100% sellout would bring: 


Monitor 80% $5.2 

News on the Hour 80 4.2 

7:30-8 p.m. strip 80 4.0 

Niteline 50 6.0 

Morning dramatic strip 75 8.0 

Afternoon programs 65 8.0 

TOTAL 71.5% $35.4 






Country Music Jub] 



107 stations 

John Daly News 


45 stations 

Navy Log 


110 stations 



60 stations 



114 stations 

Scotland Yard 


67 stations 

West Point 


82 stations 

*Time and program 


SPONSOR-SCOPE continued . 

The cold remedies continue to pour profits heightened by the Asian flu epi- 
demic into the air media, slugging away while the market is hot. 

Bufferin (Bristol-Myers) this week followed up Anacin's (Whitehall) heavy minute- 
announcement spread among ABC TV nighttime programs with a similar buy which 
encompasses a minute each on O.S.S. and Scotland Yard and two minutes a week in the 
John Daly news strip. 

Since the sale of minute announcements in ABC TV nighttime properties shows 
signs of developing into a trend, SPONSOR-SCOPE herewith lists the information that 
the networks is making available to agencies on these shows: 




Latest proof of tv as a powerhouse medium: A third of all nighttime network 
shows (31 to be exact) reach at least 25 million viewers. 

This estimate, worked up by NBC TV this week, is based on the December ARB. 

Contrast that 31 with a year ago. The figure then was 23. 

NBC TV's analysis of this ARB report also indicated that: 

Of the shows pitted against one another, these deliver over 25 million viewers 
apiece: Maverick, Ed Sullivan, and Steve Allen; GE Theatre and the Chevrolet Show; 
Perry Mason and People Are Funny. 

Another pertinent observation from the same source deals with a comparison of aver- 
age evening tv homes and average ratings for all network programs. The break- 
down, based on the second November NRI: 


20.9; 6,195,000 21.0; 7,195,000 21.4; 8,293,000 

Note: As of 1 December, the population was around 170 million; tv homes numbered 

ABC TV this week did some processing of the Nielsen 2 November report and 
came up with this finding: Whatever homes ABC TV does deliver are homes 
delivered at a much lower cost per thousand homes per commercial minutes than 
last year. 

Here's a comparison of that cost between years and comparative networks: 
network 1956 1957 

ABC TV $3.47 $3.06 

CBS TV 2.66 3.00 

NBC TV 3.73 3.54 

Note: These CPMHPCMs are based on the average half hour from 9:30 p.m. to 10:30 
p.m. and net time and talent costs. 

These net time and talent costs per average half hour are compared this way: 
NETWORK 1956 1957 

ABC TV $51,323 $64,393 

CBS TV 79,481 90,107 

NBC TV 86,136 99,197 

CBS TV sales promotion's latest boast is that the network is still tops in the total 
highest-rated daytime quarter-hours. 

The breakdown (spanning 10 a.m. to 5 p.m. weekdays) as based on the December 
Trendex: CBS TV, 14; NBC TV, 8; and ABC TV, 4. 



SPONSOR-SCOPE continued . 

Sellers of radio can gain a surer footing in their search for new business if they 
know some of the questions that clients are asking their agencies. 

Here's the type of information sponsors are seeking: 

RESEARCH: What's the out-of-home listening count? What's the commercial cut- 
off point in saturation schedules — when does my schedule reach the point of diminish- 
ing returns? Under what circumstances shoul 1 a local personality or e.t.'s be used for 
my commercials? 

COPYWRITLNG: Are the copywriters well versed in the effective use of sound as 
well as jingles? What ideas have they got in new sounds for casual, or background, 

PROMOTION: What are the radio people doing to regain space in the columns and 
infuse a sense of glamor into the medium? What are the merchandising opportuni- 
ties offered by the suggested schedule? Will it create enthusiasm and excitement among 
my dealers and salesmen? 

AGENCY PERSONNEL: Are you developing trained experts who know the business 
of radio in all its aspects? Are they people who do not feel that they have been nudged 
into a dead end. but rather see a tremendous opportunity and challenge in the medium? 

What do reps consider the topmost problem facing them in 1958? 

SPONSOR-SCOPE asked some of the leaders in the field, and their responses can be 
capsuled thus: 

• Assume a sharper concern over the incursion of the networks into spot and do 
something constructive about it. 

• Recognize that the tv networks, in particular, are as much competition to tv 
spot as any other medium, including Sunday supplements and magazines. 

• Set up a rep-and-station-controlled organization that would provide through re- 
search, success stories, and other data to promote not only the effectiveness of spot but 
also its advantages when compared to other media. 

McCann-Erickson may find itself in the film selling business this year. 

The corporation's Hollywood subsidiary, McGowan Productions, has just completed 
l pilot of Snowfire, and the plans are (1) to offer the series to a McCann-Erickson client, 
ind (2) if there are no takers there to sell the show to somebody else. 

A cogent reason why some sponsors buy into network programs that offer 
huge audiences as against shows that top the competition: 

These advertisers have learned that if they're looking for relief, it's easier for the 
network to get a replacement. 

There's always somebody in the wings — who thinks more in terms of millions of view- 
ers than actual ratings — ready to spell them. 

Two NBC TV programs in that category are Perry Como and Steve Allen. 

Among the advertisers who have found it easy to get tickets-of-leave because of this 
circumstance are American Dairy, Pharmacraft, Timex, and Polaroid. 

Sales are picking up on participations in ABN's live daytime programing. 

In addition to buys by Lever and the Florida Realty Bureau, there's in the offing an 
order for five announcements a week from Gillette-Toni in behalf of the company's new 
cold remedy, Thoroxon. 

For other news coverage in this issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 06; News and Idea Wrap-Up, page 69; Washington Week, page 77; sponsor 
Hears, page 80; and Tv and Radio Newsmakers, page 86. 





For really fast response, do 
what Bufferin does. Give 
your commercial more "go" 
by converting the message to 
print— in TV GUIDE. There, 
in black-and-white or color, 
5.3 million families can 
see it, dwell on it, seven 
days a week. You'll be 
making those precious TV 
seconds work overtime . . . 
you'll be building a stronger 
impression for sales! Ask 
your TV GUIDE representative. 

"7- Day Showcase" For Your Product 



On the hour . 

Southern California 

Plays KBIG'S 


AGE the copybook 
maxim holds move 
goods, you must first 
move people. 

are moving Southern California radio 
listeners by the thousands this winter. 

ENTRIES in the first six 
contests (October-De- Ijj^fg*™ 
cember) based on hand- 
cuffs clicking, a stick rubbed along a 
fence, a rock crusher crushing, Angel's 
Flight funicular railway funicularing, 
and a camel saying what- 
ever it is camels say. 


KB GIVES A ,ight lift to alK 

r^" f jJi3 plus prizes to the first 
fifteen correct answerers 
(vacation trips, appliances, perfume, 
dining and dancing at glamor spots) . 


appeal programming of 
memory music and 
"just enough" news, 
"Mystery Sound" is low- 
pressure, easy-going, friendly— and fun. 
BUT... like KBIG commercials, it 
moves Southern California to action! 

Your KBIG or Weed 
contact would like to 
show you a new geogra- 
phical mail breakdown 
based on contest mail. 


the Cololtna Station 
lO.OOO Walls 


Nat. Rep. WEED and Company 

at work 

Nina Flinn, Fuller & Smith & Ross, Inc., New York, is enthusiastic 
about the expanding role of the timebuyer in agencies today. 
"More and more agencies are giving the timebuyer broadened re- 
sponsibilities," Nina says, "realizing the importance of the buying 
relationship to the over-all campaign. In the last few years, in 
many large as well as small agen- 
cies, the scope of the timebuyer 
has been extended considerably be- 
yond perfunctory requesting avail- 
abilities, figuring frequency dis- 
counts, and computing cost-per- 
1,000's. In these agencies the 
timebuyer has been elevated from 
slide-rule statistician to creative 
buyer. The account group and 
media directors often utilize his 
experience, judgment and knowl- 
edge of the many facets of the 
broadcast industry in coordinating media plans with copy psychology 
and marketing patterns. But most important of all has been the new 
objectivity with which he buys. No longer does he see his schedule 
as a group of separate entities. His purchases are integrated with 
total advertising aims; the result is creative as well as efficient spot." 

Alice Ross, Heinman, Kleinfeld, Shaw & Joseph, Inc., New York, 
reports that "once upon a time a timebuyer opened a New Year's 
bottle and out floated a genie. "I'll grant you three wishes, Class 
'A'; or six wishes Class 'C'," the genie said. "In Class 'A,' I can 
give you such wishes as 90% rate discounts, I.D.'s that run a min- 

ute, and rates and schedules that 
never change. In Class 'C,' I have 
such knicknacks as a rep in a gray 

inflammable suit who literally 
[ burns when you cancel a schedule, 
jjjL I a timebuyer who loves broadcast 

Ef hH much she won't read coverage 

MkJfB'A PwBt maps because they're printed, and 

a station manager in the 956th 
ranking market singing 'Time On 
••|p My Hands' on a minute e.t. in 16 

HB different languages including San- 
scrit." The buyer chose three 
from Class "A" and the genie executed his magic with flashing lights 
and thunder that resembled Frankenstein placing schedules. Sec- 
onds later, the wish confirmations came through with ringing bells — 
which turned out to be an alarm clock, and our buyer woke up. 
"Ob well," he said with resignation, "another day, another holler." 

4 JANUARY 1958 

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Agency ad libs 

Beauregard Bream on tv's westerns 

Beauregard Bream, executive vice president 
<>l the Madison Avenue agency of Snook, Crap- 
pie and Bream, Incorporated, was recently inter- 
viewed by a man from Squawk, one of the newer 
trade sheets in our fair industry. The reporter 
seeking information on what the new television 
\ear holds in store for a lucky public had, of 
course, singled out the Delphic oracle of our 
industry. Since I was privy to Beauregard's remarks (being on a 
neighboring bar stool I . I shall endeavor to reproduce the gist of 
what The Man said. 

"You asked about the Adult Western, sub?", replied Beau. 

"What makes this type of Western adult — or is that merely a 
verbal form of whitewash for it?" 

"To the contrary, my good man. Adult they are in contrast to the 
Hopalongs of early television. If you compare today's product to 
that of yesterday, you will see that the relationship of characters 
in the Adult Western is more believable; the depth of characteriza- 
tion makes the people more believable. Less emphasis is put on 
the chase and on the gunplay than heretofore — and the reasons for 
it — the psychological reasons — are given a probe or two. 

"To put it more simply, compare an old Tom Mix feature with 
'High Noon' or 'Shane' and you see the difference." 

"Well, Mr. Bream, adult or juvenile, where does it all j 

Beauregard drew a deep breath. 

"It goes that-a-way, suh," he said cryptically. "It goes 
on. We can expect more rather than fewer. And why?" 

"Why, Mr. Bream?" asked the reporter. 

"Because every one of them is doing well. Rating-wise, 
Look at the top 10 in this Nielsen pocketpiece." 

Beau reached for his inside pocket and drew forth the good book. 

Four are in top 10 

""Four of the top 10 — whether you considah total audience or 
average arc cowboj shows. Further, practically every one of the 
15-odd programs which carry revolvers are rating extremely well. 
Why not expect more — especially when you discover that all three 
networks and a half a dozen packagers are already preparing pilots 
of this genre?" 

"But what about saturation, Mr. Bream?" inquired the inquiring 
reporter, "won't diminishing returns set in? Hasn't the viewing 
public had enough?" 

"I doubt it," replied the Sage of Madison Avenue. "I recall the 
same question being asked me when network radio consisted of 
one crime-show after another. We called it back-to-back program- 
ing then. In those days some folks figured all the gunplay would 
lack the listeners i i<zhl out of the living room. But it didn't work 


i and 

that i 

4 JANUARY 1958 

HERE- Take Our 






\ a i 


The Healthiest Ratings in Omaha... 




Nov.-Dec. 1957 

Nov. 1957 

Dec. 1957 

8 A.M.- 10 P.M. 

8 A.M.-6 P.M. 

8 A.M.-6 P.M. 

43.2 share 

23.0 share 

40.8 share 

All Put KOIL in the Winners' Circle! 
A Vital Force in Selling Todays Omaha 

with more than twice as many listeners as any other station 


Agency ad libs continued . 



No special "seeing" device is 
needed to magnify results when 
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thai way. More and more melodrama kept coming." 

"Well, sir," said the reporter, "if there's going to be more before 
there's less, can you give me your views on just what the big appeal 
of the adult western is?" 

"Be glad to, young man," replied Beauregard Bream as he raised 
his glass to his lips. 

"Right down through American history the hard-riding, firm- 
jawed, sure-shot of the plains has been our idol. Currier and Ives, 
printers to the people, knew this and sold millions of just such 
scenes. I happen to have their 'Plainsman on Buffalo Hunt' in my 
office, large folio with generous margins. Lovely example of 

Cowboys in every medium 

"Then take the stereopticon. Hundreds of slides for this device 
were made of cowboy scenes. And there's the Dime Novel such as 
Kit Carson; heah too were featured the exploits of range riders. 
And radio had its Lone Ranger. Along came the movies with a long 
line of similar yarns starring Tom Mix and Ken Maynard, William 
S. Hart and Richard Dix, to name a few." 

So you see, suh, the Western is as American as corn pone and 
hlackeyed peas. It's escape. It's hero worship. It's a most satisfy- 
ing form of identification. And in television, by Custer they're a 
lot easier to do and do well than contemporary melodrama or con- 
temporary comedy. People will believe a lot more in a period piece 
than they'll swallow in one that's set in their own times. Hence the 
plotting, casting, direction, sets — all are viewed less critically in a 
Western of yesteryear than in today's slice of life." 

"Am I to take it, Mr. Bream, that you are defending the swing 
to Westerns and are encouraging it?" 

Follower not a leader 

"I, my young friend, am not a leader but a follower. I merely 
answered your question and probed the reason for my answer." 

"But is it good to have so many? Surely, you must have an 

"I have opinions, suh, on the use of fuchsia nail enamel, ladies' 
shoes with pinpoint toes and toothpick heels, the bourbon that's sold 
up No'th, heah, free verse, abstract art, and the Brooklyn Dodgers' 
moving to Los Angeles. However. I have learned over the years 
that my views neither alter nor bolster the prevailing mores and 
that inv expressing them merely antagonizes those who disagree 
with me. Hence I have decreed that I will go no farther than in- 
terpret and predict. I will not pass judgment. Thank you for ask- 
ing my opinions, however, and a good day to you." 

"Good day, Mr. Bream," said the reporter. ^ 

Letters to Bob Foreman are welcome 

Do you always agree with what Bob Foreman says in Agency 
ad libs? Both Bob and the editors of SPONSOR will be happy 
to receive and print your comments. Address them to Bob 
Foreman, c/o sponsor, 40 E. 4>9th, New York 17, New York 

4 JANUARY 1958 

T. V. spot editor 

A column sponsored by one of the leading film producers in television 
s \ it 15 \ 


It's new "Instantized" . . . it's easy to use . . . it's a wholesome product for 
the entire family. This series of 60-second commercials for Pet Milk drama- 
tizes these three points via live action and animation, with special echo effects. 
Here expert casting proves once again to be as important as technical skill 
in creating television that sells. Produced by SARRA for the PET MILK 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

This series of 60 and 20-second spots for Brading's Ale puts a man in his 
element — before a hunting lodge fireplace, in a club locker room or at 
home working at his hobby — as he relaxes with his favorite ale. A new 
arrangement of the Brading's Ale jingle, "Man, it's mellow," sparks the 
script and sells "Canada's First Prize Ale." Produced by SARRA for 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

"Flavor so deep . . . you can feel it" is hammered home (with a velvet glove) 
in these 60, 20 and 8-second Salada Tea spots. This theme, plus Sarra's 
forthright handling of simple, everyday situations, gives the series unusual 
sales impact. The excellence of Salada Tea is proven in an extreme close up 
live action shot of the tearing open of an actual tea bag to illustrate the 
selling point of "no tea dust — no twigs — only costlier, hand-picked tea leaves." 
Produced by SARRA for SALADA-SHIRRIFF-HORSEY INC. through 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

VIDE-O-RIGINAL is a quality-controlled motion picture duplicate, made 
exclusively by Sarra as an additional service to Sarra clients. Produced in 
Sarra's own photographic laboratory, a VIDE-O-RIGINAL protects your TV 
commercial investment. No matter how many you order, each print has all 
the spark of a Sarra original because it's custom made for maximum fidelity 
on the home TV screen. 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 



Strike which would cut off New 
York's milk supply is covered by 
exclusive interviews with adamant 
labor and management officials. 

Actors' Studio, h 

ambition to play role of Grush 





ipp talks about the lampooning 
i'l Abner," by rival comic "Mary 
th." Capp counterattacks, pic- 
s little lady as "Mrs. Worm." 



ay crash, including tapes 
• emergency amputation allowing 
lotorman to be freed from his cab. 


i is "pleased, not surprised" 
by his nationally-significant victory. 





Reporters Jim McKay and Dave Dugan attack New York's news 
stories with vigor and excitement. They can do the same for your sales stories. 
y When they do, you'll get audience attention, faith and response. 

Represented by CBS Radio Spot Sales 

Ih tnmr mlh llv S. l/_/:'S/>mi,r it, OkLhmu 

News and views for women in 
advertising and wives of admen 

Women's week 

What's it like being a Russian housewife? Just ask Helen Hall, 
president of the New York AWRT, reporter for NBC's Monitor and 
currentl) lecturer on life behind the Iron Curtain. Helen's broadcast 
work has taken her just about everywhere, including a three-week 
trip to Russia. 

Here's what she found out about tv, perfumes and consumer habits 
in Russia: 

1. Tv and radio sets are priced relatively low because they're so 
vital for spreading political indoctrination. Technically, she found 
tv on a good level. "Programing, however, is what we'd consider too 
'egghead.' " she told SPONSOR. "They telecast entire ballets and 
dramas and educational lectures. Their hours of telecasting are 
much fewer than ours." 

2. If you're buying perfume in the Soviet Union, you have a 
choice of such sexy scents as "Red Star," "Red Flower," "Kremlin," 
and prior to de-Stalinization, "Breath of Stalin's Daughter." 

3. Russian women continue to be badly dressed according to 
Western standards. Helen attended the Kremlin reception for the 
Prince of Cambodia, found most women dressed in broad-shouldered, 
wide-lapelled suits or in dresses vaguelv comparable to U. S. styles 
in 1940. 

Women "buy" educational tv: And this includes the housewife as 
well as the career woman. One of the programs that has recently 
aroused considerable attention by its record is WCBS-TV's Sunrise 
Semester, a series of daily half-hour, college-level literature lectures. 
Despite the fact that it's scheduled virtually at dawn (6:30 to 
7:00 a.m.) this program attracts a vast audience if one is to judge 
by the sale of books discussed on the show. 

"Many people are starved for this type of educational programing," 
Y&R's tv-radio v. p., Bob Mountain, told sponsor. "My wife hasn't 
missed a lecture in weeks, despite the early hour of the show." 

And, in the same vein, the topic chose for discussion at the New 
York AWRT luncheon meeting at Toots Shor 22 January is "Educa- 
tional tv can be fun." 

New Year's Resolutions: It's usually easier to make them for 
someone else. Sponsor made the rounds among execs and asked them 
to come up with ideas (See also sponsor, 28 December). 

Reggie Schuebel, media director of Guild, Bascom & Bonfigli, has 
come up with a few that she feels "the other guy should find easy 
to keep; but I hope he'll think better of it": 

"The networks might resolve to show more Westerns next year and 
produce n<> more live shows. 

"Tv packagers can resolve to keep up costs and price advertisers 
mil <il television. 

"For clients: 'We resolve to insist on slide-rule bu\ing because 
the ratings the thing and there's no need for timebuyers." 





Low-Cost TV 

The thing to remember about TV costs is: it's not 
necessarily the cost-per-minute that counts. It's the 
cost-per- sale. Television may be costly. But it need 
not be expensive — if you've got good commercials. 

. JANUARY 1958 

"KOP{ Naturally, Mr. Hooper!" 

in San Francisco 

Pulse Agrees - KOBY No. I 
Station Bam to midnight! 

When the facts are bared — Hooper, Pulse, and Nielsen 
agree KOBY is the dominant first in America's sixth larg- 
est market! For example, September-October Pulse shows 
a 16.2 overall average share . . . nearly 20% higher than 
the number-two station. Top this off with KOBY's audi- 
ence Composition Percentage in San Francisco-Oakland 
of 81% adult listeners, average 6 am to midnight. No 
wonder KOBY turns over products . . . not audience! 

KOBY 10,000 watts- full time 

San Francisco is KOBYIand I 

SE£ PETRY FOR KOBY San Francisco 
and KOSI, Denver's No. 1 overall 


49th an I 

Total merchandising 

Our compliments to sponsor for its 
trenchant presentation of the Nation- 
wide/Mama story ("Are Your Sales- 
men Audience Builders?" 7 December, 

In fact — we think it's such a com- 
plete reporting job that our client has 
asked us to order 6,000 reprints of this 
article for immediate distribution to 
their audience building salesmen. 

As you see, we not only make the 
most of every merchandising possibil- 
ity — by the station, by the advertiser, 
by his salesmen — we even go further: 
even articles about merchandising be- 
come effective merchandisers. 

William Pitts, 

vice president, 

Ben Sackheim, Inc., New York 

B & M case history 

Search as I will, I can't find the case 
history on those B and M Beans. Do 
you suppose your office could send us 
tearsheets? Many thanks! 

M. M. Winthrop 
Tech Agency, Inc., 

Detroit, Mich. 

raced the 
1 grocer) 
«en July 

Marketing series 

Would it be at all possible for you to 
send four more copies of your articles 
on the marketing revolution and its 
effect on ad agency functions that were 
printed in your fine magazine? 

The copies are earmarked by now 
and when we want to refer to it, it 
seems someone else is reading it. 

L. D. Garrett 

Advertising Department 

Stokely-Van Camp, Inc. 

Frozen Food Division 

Santa's depth probe 

A high toss of my Adam for your 
Santa piece in the December 21 issue 
I "Santa on a hot tin depth probe"). 
It was a priceless gem — worthy of put- 
ling on as a skit at some organization's 

4 JANUARY 1958 

Christmas Party next year. Maybe, 
even, a tv show with the right format. 
Especially hilarious was the cartoon 
which did a figurative strip-tease on 
Mr. Claus. 

Come through with more of this 
kind of writing — and who'll need tran- 

Harry Chapperon 

Director of Public Relations 

Emil Mogul Inc., New York 

Congratulations on placing Santa 
Claus into the glass menagerie of MR. 
Very clever piece of writing! 

A. J. Alexander 

Zachary and Liss, New York 

"Strictly by the numbers" 

Thanks a lot for your permission to 
use the sponsor playlet "Strictly by 
the Numbers" on the Bill Vernon Hi 
over WBAI-FM, New York, last Fri- 
day night. 

A salesman with us for five years, 
Bill Vernon decided to celebrate his 
anniversary by producing his own 
half-hour, live show with music, skits 
and parodies on our industry. And 
"Strictly by the Numbers" was a nat- 
ural for lampoonery use. Your man 
Bill Miksch did a great humor job in 
this piece, and we had as much fun 
putting it on the air as listeners did 
hearing it. 

Hank Sylvern gave us the appropri- 
ate musical background for the trials 
and tribulations of timebuyer Estrelita 
Kumquat, Hornbill Harumph, ad di- 
rector for Little Charmer Cobra Flutes, 
and Marv Distelfink, account execu- 
tive at Finn & Haddie agency. 

Incidentally, I understand there's 
been a run on cobras at the Madison 
Square Pet Shop as the result of the 
charm conveyed by Charlie, the 
borscht-eating cobra in "Strictly by the 

Martin Katz 

director, sales development 

Blair Tv 

P.S. There's been some question as to 
why Bill, a tv time salesman, used the 
fm radio medium. Bill says "tv audi- 
ences are too big." 

• Both playlets referred to in the letters above 
are by SPONSORS William Miksch. Reprin 
"Strictly by the Numbers" are availabb 


Beware the siren call of outmoded figures; 

the new WQAM has 38.1% of the daytime radio audience 

Any <l;it:i or impressions about .Miami should 
carry a date, pre- or post- WQAM. The New 
WQAM went on the air little over a year ago, 
with a unique showmanship-and-precision blend 
which lias produced dramatic and consistent audi- 


Today Hooper, Trendex and Pulse all show 

WQAM iirst by big margins. And so does a recent 

Southern Florida Area Pulse, accounting for 

31.5% of the state's population. 

Talk to Blair or WQAM General Manager Jack 



•overing all of Southern Florida with 5,000 watts on 560 kc . . . and radio #1 in 





WD6Y Minneapolis St. Paul •? 


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$106 million 
air billings 
No. 1 agency 

$76.4 million 
No. 3 agency 

$60 million 

No. 2 agency (tie) 

$36 million 
No. 5 agency 

$22.5 million 
No. lO agency 


McCann-Erickson's drive has made it top air agency and an 
attention-getter in the business. Because of the nature of 
its growth, it is the subject of more than usual scrutiny 

I here is probably no greater target 
for comment — good and bad — than 
success, and there is probably no bet- 
ter example of that truism these days 
than McCann-Erickson. The agency is 
the cynosure of attention on several 

• It was, in 1957, the largest buyer 
of tv and radio time and talent in the 
U.S.- — and probably the world. 

• It appears hell-bent on becoming 
the biggest income-producing advertis- 
ing agency in the business and, in the 

process of trying to pass J. Walter 
Thompson, has been converting itself 
into a company in which the standard 
advertising functions are supplemented 
by a host of other communication 

• If it is not the most fascinating 
agency around it is certainly the most 
revolutionary with satellite functions 
popping out like so many buds and an 
organizational setup that awes outsid- 
ers and sometimes confuses its own 

• It has latched on to the marketing 
revolution with a surpassing air of 
confidence that impresses clients and 
led one ad executive to remark (half 
in envy) that "McCann-Erickson acts 
as if it invented marketing." 

• It is the target of a rash of ru- 
mors about the imminent loss of such- 
and-such an important account. Hints 
about Coca-Cola going elsewhere arise 
with a regularity that suggests an 
automated rumor machine at work. 

• Its network television activities 

4 JANUARY 1958 


IVlCCANN S air decision makers include : 

undergo what McCann-Erickson people 
feel is an inordinate amount of outside 
attention. McCann's bold programing 
decisions for Chesterfield and the 
early-season troubles resulting there- 
from were particularly apt grist for 
outside observers. And the shifts in 
top l\ -radio personnel recently did lit- 
tle to stop wagging tongues. 

McCann sits more or less quietly un- 
der the spotlight, shrugging off the 
attention as the price of being a lead- 
er. This leadership has been particu- 
larly obvious in the case of recent tv- 
radio use and particularly significant 
in that McCann has historically ranked 
low in air billings. 

It is notable that of the top five 
ranking agencies in air billings during 
L957, the agency was low man as re- 
centl) as 1953. During that year Mc- 
Cann ranked 10th with $22.5 million. 
The following year, sponsor figures 
show, it leaped to 5th place with $36 
million, and in 1 ( J57 reached the No, 1 
spot with $106 million, which repre- 
sents about 50^ of McCann's domes- 
tic ad billings. The money is spent 
for such clients as Liggett & Myers, 
Bulova. Westinghouse, Swift, Esso, 
Coca-Cola, Nabisco, Mennen and 

A number of factors account for 
McCann's surge to top position in air 
usage. Ii is obvious, for one, that 
McCann believes in the potency of t\. 
Of the 1106 million air total, fully 
'>','•>'', was spent in the video medium. 

McCann's young (41) president 
Marion Harper Jr. put it this way: 
"We have great confidence in the 
medium. In no way does it scare us. 
We don't tremble. And we have sophis- 
ticated clients." This was said during 
a discussion on the perils of net tv. 

It is also obvious that McCann's 
clients have confidence in the way the 
agency manipulates the various ele- 
ments that go to make successful tele- 
vision. A prime example of this is 
the use of tv to put over the "Forward 
Look" for Chrysler. It seems pretty 
well agreed at McCann that Chrysler's 
relatively new r corporate image of a 
big and lusty company turning out 
cars of modern design was molded 
more firmly by network tv than any 
other medium. 

While McCann's growth in air bill- 
ings were no doubt helped by (1) the 
growth of McCann itself, (2) the growth 
of advertising and (3) the growth of 
business (in that order), McCann has 
sought to instill in its clients its own 
confidence in tv's impact. In many 
cases, of course, that confidence is 
already there. There is no better ex- 
ample than Chesterfield. The tobacco 
firms are traditionally heavy air users 
and McCann's 1956 coup in winning 
Chesterfield's billings had not a little 
to do with its bigger barrel of tv 
mone) in 1957. 

The driving force behind McCann's 
growing tv orientation comes from 
the agency's top account management 

Marion Harper . . . 

McCann-Erickson s president says 
of tv: "We have great confidence 
in the medium. In no way does it 
scare us. We dont tremble. And 
we have sophisticated clients. . . . 
Now that the network tv audience 
is divided by three rather than two, 
the old definitions of safety and 
security dont apply. ... We en- 
courage people here to accept crea- 
tive responsibility and they do so." 

— Harper, Executive Vice President 
Robert E. Healy and C. Terence Clyne, 
the agency's top tv-radio executive 
(who was recently named to corporate 
headquarters with international tv-ra- 
dio added to his responsibilities). All 
home office decisions involving the use 
of network tv ($63 million went into 
the medium via McCann in 1957) are 
either initiated or reviewed by the trio. 
All network shows must be approved 
at this level. Harper, for example, rides 
herd on Chrysler, Healy supervises 
Coca-Cola while Clyne is the top man- 
agement man for Chesterfield. 

There are, no doubt, a complex of 
reasons for the air-mindedness of Mc- 
Cann's top management but in the case 
of Clyne it is not necessary to look 
beyond his position. Harper, who spent 
a good part of his agency life in re- 
search and dislikes generalizing about 
media, is particularly impressed, how- 
ever, by the many marketing oppor- 


McCanris top tv-radio man in the 
U.S. and abroad has this to say of 
the agency: "McCann has strong 
leadership backed by a bright, ag- 
gressive team. Thoroughness is one 
of its strong points. . . . Network 
tv will eventually have to sell more 
participations. The law of dollars 
is pushing us toward this. . . . I 
think some way can be worked out 
to buy films for 13-week periods." 

Newly -added to the corporate staff 
to work on overall tv-radio strat- 
egy, MacAvity notes: "I find the 
agency tremendously well-organ- 
ized and integrated. . . . There 
doesnt seem to be much reason for 
program costs to go up much high- 
er and the same is true of talent. 
. . . We can expect many more 
specials in 1958 because of how 
well the good ones have paid off." 

, Terence Clyne George Haight 

Thomas MacAvity 

Says the tv-radio chief of the home 
office: "The days of hunches are 
gone. There used to be a time 
when you saw four or five pilots 
and then — boom! Now, a lot of 
preparation and market planning 
is necessary. . . . Hits challenge 
any medium — 51 Broadway shows 
last season, 10 were judged hits. 
. . . We're producing more enter- 
tainment than the movie studios." 

tunities offered by tv. Healy was a 
former Colgate executive and, as one 
McCann executive put it, "Radio and 
tv were basic to his way of living." 

McCann's decision-making in net- 
work tv has undergone some intense 
outside scrutiny in the wake of the 
buys for Chesterfield of Frank Sinatra, 
Eddie Fisher and Club Oasis. The 
purchases illuminate a number of 
facets about McCann's thinking, oper- 
ations and the pitfalls of creative pro- 
graming and advertising. 

The first facet that struck the busi- 
ness was that McCann bought three 
untried musical shows, all involving 
vocalists, for Chesterfield and Liggett 
& Myers' new menthol brand, Oasis. 
That all were vocalist-fronted shows is 
not, in itself, startling. A number of 
cigarette companies have been identi- 
fied with singers. And, of course, it 
wasn't too long ago when Chesterfield 
and Perry Como were associated. 


Considerable market as well as moti- 
vational research was used as a basis 
of decision. What it came down to 
was McCann's recommendation that 
the cigarettes be sold through person- 

"We felt singers offered the best 
opportunities," Clyne told SPONSOR. 
"We wanted top singers, like Dean 
Martin, Eddie Fisher and Sinatra. The 
association, the endorsements, the per- 
sonalizing on tv is, we feel, better 
selling. It's better to have Eddie Fisher 
holding a cigarette than an impersonal 
film anthology which might reach 
more people." 

Club Oasis came about partly 
through a research study on night 
clubs McCann did about a year ago. 
People were asked what club they 
would most like to visit (the Stork 
Club — which most people thought had 
entertainment — by a wide margin), 
whether they had gone to night clubs, 

whether they knew what the inside 
of a night club looked like, etc. The 
survey indicated that night clubs are 
associated with glamor and that people 
would like to see top stars in a night 
club setting. 

With L&M filters using Dragnet and 
Gunsmoke, two former Chesterfield 
shows, McCann is undertaking, via 
Sinatra and Fisher, to establish fresh 
associations for Chesterfield, which, 
like many old-line cigarettes, has seen 
better days. It wanted the name talked 
about. It felt that viewers watching a 
musical show would be attentive. In 
Club Oasis, of course, McCann has a 
rare opportunity to create awareness 
for a new brand name. Through 
switching headliners on the show, 
McCann also gets, or feels it gets, 
audience turnover. Just how much 
turnover is not certain at present but 
McCann research people are looking 
{Article continues next page) 

"Egghead sessions" to mull over key advertising problems and future trends are indica- 
tive "t McCann-Erickson's constant probing. Home office group above, led 1>> (ieorge Ifaight. 
regular!) ili-< u-~e- tv's role in marketing. Left to right are Albert Sherer. director, Mar- 
keting Communications Workshop; William Dekker, director of media department: Mary 
Harris, programing supervisor; .lame- Harvey, creative group head: Haiglit: James (Willis. 
account service supervisor: Neil Tardio, secretary to group (called Project #9); Robert 
( oen, research director for media: Lansing Lindquist, associate director of tv-radio program 
serviic-. \mong the subjects discu--ed arc the number of stations in 10 years, the future 
role of the networks and the role of the advertising agencies in program packaging 

into ili«' qiK'stinii now carefully. 

That tlif three shows didn'l exactl) 
s,-t t\ cm lilt- is common knowledge. 
The lai-st Nielsens at presstime (sec- 
Mini November) show the following; 
Sinatra. 11.5 average audience. 13.2 
total audience; Club Oasis, 1 7.1 and 
19.6; lish.r. 17.0 and 22.8. It is 
interesting to note, however, that the 
2'i December Trendex revealed the 
Sinatra show beating the competition 
handily, a coup that was undoubted!) 
aided b\ the appearance of Bing Cros- 
by. Furthermore Trendex ratings for 
In weeks showed Club Oasii topping 
Lawrence \\ elk and Gale Storm and 
averaging five points higher than Poll) 

Bergen in the same time period. The 
Nielsen rating for Fisher, it should 
I e pointed out was earned against tin- 
first Lowell Thomas show of the season 
on CBS. In addition, on 24- December. 
Fisher made a strong Trendex show- 
ing against Sugarfoot. getting a 15 to 
the latter"- 14.8 and was onl) behind 
Wyatt Earp hv .8 of a rating point. 
On CHS Phil Silvers and Eve Vrden 
averaged onl) a 9. 1 against Fisher. 

Would it have been better to bu\ 
into established shows':' Talking about 
network t\ in general. Harper gave one 
indirect answer to this question. "Now 
that the network tv audience is divided 
by three rather than two the old 

definitions of safety and security don't 
appl) ."' he said. Other McCann exec- 
ntivcs. such as Clyne and Tom Mac- 
Avvit) I recently added to the corporate 
staff as an aide to Clyne), stressed 
the disappearance of the franchise and 
the way unexpected competition can 
upset even the long-running programs. 
'"What would Como do opposite 
Maverick?" MacAvity asked. 

Even more important is the firm in- 
sistence at McCann that tv be tailored 
to fit the marketing problem. George 
Haiglit. who recently took over the 
top tv-radio program spot in the home 
office when Clyne moved over to cor- 
porate headquarters, brought up these 
criteria: "Does an existing show meet 
the product's needs? Does it provide 
lb.- right kind of identification? Does 
it provide identification at all? In 
a co-sponsored show, .is the other spon- 
sor compatible? Is the show on the 
wav tip or the wav down?" 

{Please turn to page 74) 

I I AM vRY I'-).")!! 



^^an a local radio advertiser buy the 
prestige of program sponsorship for 
little more than announcement costs? 

Wells Fargo Bank in San Francisco 
discovered in 1954 that it could, and 
since then a host of other banks, insur- 
ance companies, and even a West 
Coast mover, have followed suit. 

How? By sponsoring a daily, five- 
minute show of distinction. The show 
in this particular case is Point of Law, 
a unique presentation of bona fide 
court cases and their decisions. 

Based on readily available, free ma- 
terial — lawsuits documented in law- 
books and case records — the program 
works like this: facts of the lawsuit are 
presented by narrator Jack Moyles, 
then the arguments of both attorneys 
in the case are presented. A commer- 
cial follows, and then the real court's 
decision is revealed to the listener — 
with an explanation of the court's rea- 

Point of Law's first audition tape 
was presented by writer-lawyer Mi- 
chael Lipman to Arthur Hull Hayes, 
then general manager of KCBS, San 
Francisco, and now president of CBS 
Radio network, and Jules Bundes, re- 
cently promoted from KCBS general 
manager to administrative vice presi- 
dent of CBS Radio. That was in April 

In quick succession, Byron Nelson. 
now San Francisco manager of CBS 
Radio Spot Sales, sold the show to 
Wells Fargo; it hit the air and attained 
almost immediate advertising success 
for the bank. 

Costs: $394.50 per week net before 
agency commission. 

When a booklet dealing with the 
subject of wills and executors was of- 
fered by Wells Fargo, hundreds of re- 
plies were received. Educators in the 
San Francisco bay area asked for re- 
prints of scripts to use in courses on 
government, civics and sociology. And 
new customers for savings accounts, 
safe deposit boxes and other banking 
services reported they came to Wells 
Fargo as the result of hearing about 

4 JANUARY 1958 

Looking for a show you can sponsor at a cost that's 
painless? Why not try capsule radio programing 
that capitalizes on readily available, free material? 

the bank services on Point of Law. 

Wells Fargo's success with the show 
is today being repeated by several 
other firms as the result of show syn- 
dication through Wayne Steffner Pro- 
ductions in Hollywood. 

Banks from Shreveport, La., to 
Utica, N. Y., and Coral Gables, Fla.. 
are today sponsoring the program. 
But they're not the only- ones. Some 
of the non-financial sponsors include 

moving and storage companies, appli- 
ance firms, B. F. Goodrich stores, even 
General Motors' Delco division. 

Many of these sponsors enjoy en- 
dorsement of their program from local 
bar associations. Over 60 state, city 
and county lawyers' organizations have 
given unqualified support to Point of 
Law — and permit the use of their 
names on the air as endorsements for 
this unique capsule program. ^ 

Literary law is studied l>y Michael Lipman and wife Clayre, preparatory to writ- 
ing a script for Point of Law. Scripts are documented from actual court records 

Espresso introductorj pack tied the new 
product to it- established predecessoi 





Martinson's added a new product — espresso — to its Jomar 
Instant coffee line. (1) Well-established Jomar carried the 
new item to the market place; (2) a unique radio commercial 
sold Americans; (3) foreign language radio reached the Latins 

^^an a new product ride piggy- 
back' to market supremacy on the rep- 
utation of an established brand?" 

Executives at Martinson's Coffee 
Inc., New York, asked themselves that 
question twice in the past four years. 
Both times they combined clever ra- 
dio advertising and unusual marketing 
tactics and found the answer for them 
was "yes." 

Martinson's is a 57-year-old premi- 
um coffee brand with primary distri- 
bution in the metropolitan New York 
area market and in New England. The 
product also is sold as a specialty item 
in at least one outlet in every fair- 
sized U. S. city, with heaviest sales tal- 
lied in these areas: Philadelphia, Wil- 
mington, Washington, Miami, Palm 
Beach and Beverly Hills. 

Since 1953 the company has added 
two new products: Jomar Instant Cof- 
fee and, about two months ago, Jomar 
Instant Espresso. In both instances 
radio and "piggy-back" marketing pro- 
vided these results: 

• Jomar Instant today is the lead- 
ing regional instant coffee brand in the 
New York metropolitan area, beating 
out such big-name brands as Beech- 
Nut and Chase & Sanborn. Sales have 

tripled in the past three years. 

• Though it's still too early to judge 
Jomar Instant Espresso success accu- 
rately, here's an indication of its fu- 
ture: The company sold four times as 
many of its introductory, special-offer 
packs as anticipated. And more could 
have been sold, according to Martin- 
son's Edward Down, vice president in 
charge of grocery sales. "The offer 
was so successful we had to put our 
stores on an allotment basis," he told 

• Distribution stands at 100% for 
Jomar Instant in New York area super- 
market chains; it's running about 75% 
for the espresso. 

Martinson's profile: Ever since the 
late Joseph Martinson Sr. started his 
coffee firm at the turn of the century, 
the product has been sold as a pre- 
mium item — at a price higher than the 
competitors'. Today Martinson's cof- 
fee costs about $1.12 a pound; others 
run about $1.04. 

At first, it was marketed only to 
class New York restaurants. The pic- 
ture changed in 1927 when American 
Can Co. introduced its vacuum-pack 
process. The new can guaranteed fresh-* 

ness in the consumer stores that Mar- 
tinson felt was impossible to maintain 
with paper bags. 

"The Rolls-Royce of coffees" be- 
came Martinson's tag shortly after 
store introduction. Martinson pro- 
moted this line by supplying bis retail 
sales force with Rolls-Royce automo- 
biles for use when calling on customers. 

The existence of definite regional 
tastes in coffee has been the restricting 
factor in Martinson's marketing pic- 
ture, as it is with a score of other 
coffee producers throughout the coun- 
try. Dave North, Martinson's adver- 
tising director, told SPONSOR, "As you 
go further west the tastes are for 
weaker blends with shorter roasting 
periods. Chicago represents about the 
'middle' ground in U.S. coffee tastes. 
Our biggest successes outside New 
York are in areas where you find trans- 
planted New Yorkers, such as Miami. 
Palm Beach and Beverly Hills." 

This regional coffee taste factor 
makes it possible for Martinson's to 
beat national manufacturers in its 
home territory, however. Martinson's 
now ranks third in the metropolitan 
New York market, along with Chock 
Full 0' Nuts, another regional premi- 

4 JANUARY 1958 


Your Coffee Delivered in Rolls-Royce 

Early autogyro put Mi 

the sky during 193] 

How'. Uii. for PuHia' on tk« Rib? Now Yorfe wilt U tr..t*d to 

Royce trucks promoted Martinson's quality in 1920' 


Jomar planners 0- t0 r -) Jerome S. Neuman, president of Martinson's; Ruth Branch, tv/radio department manager at Al Paul Lefton; 
Robert Misch, Martinson's account supervisor at Lefton; David North, company advertising director, and J. B. Martinson, Jr., board chairman 

Pearl Bailey, sexy musical beat, 
and clever lyrics spice commercial 

inn brand. Maxwell House and Savarin 
rank first and second respectively. 

The Jomar era: Because of its qual- 
it\ connotation, Martinson's was some- 
what reluctant to enter into the instant 
coffee market. "Let's face it. instant 
is not the same as a regular, high- 
grade coffee," says Joseph Martinson, 
Jr.. present chairman of the board. 
"We believe, however, that it has a 
place — on the shelf as a regular ad- 
junct to coffee," he t<>l<l sponsor. 

How did Martinson's introduce 
Jomar? "Vie did two things," says 
advertising director North. "We capi- 
talized on the quality name of Martin- 
son's and we used a soft-sell campaign, 
as apposed to the hard-sell used by 

other instant coffee producers." 

These same precepts held forMartin- 
miii - present campaign to introduce 
Jomar Instant Espresso. 

"We tied the unknown to the 
known," says Bob Misch, account 
supervisor at Al Paul Lefton agency. 
How? "With a special-offer campaign 
that gave a free jar of Jomar Instant 
Espresso for every jar of regular 
Jomar Insant bought. People knew 
Jomar already and were more than 
willing to try the espresso, knowing 
that the regular Jomar Instant alone 
was worth the purchase price of both. 
We were selling value, but there's no 
such thing as value if you don't know 
the product," says Misch. 

This introductory method also gave 

Cupping procedure uses revolving table with 
bean samples and their respective cups of coffee. 
Taster checks each cup and narrows down selec- 
tion to determine Martinson's bean purchase 

Sexy-voiced Pearl BaUej sings lyrics 
in tin- unique Jomar Instant espresso 

radio commercial. Prime copy point: 

easy preparab 

the grocers a no-risk sales setting. "He 
knew the two-in-one packages (see cut) 
would move because of the Jomar 
name," North told SPONSOR. 

"Repeat orders for the instant es- 
presso started coming in from grocers 
as soon as the one-month, special offer 
ended. This is the true test of a new 
product — shelf-movement after the spe- 
cial offer is over," Martinson's ad 
director said. 

Radio's role: Martinson's largest 
single advertising expenditure is in 
radio; about $180,000 of its $420,000 
annual ad budget. The remaining 
$240,000 is split evenly three ways for 
(1) newspapers and magazines, (2) 
outdoor, and (3) co-op advertising, 
merchandising aids and a unique com- 
munity relations program. 

"It's only natural that we rely 
heavily on radio for our Martinson's 
and Jomar advertising — we have a 
long history in the medium," adman 
Misch stated. "We were one of the 
first sponsors of Gabriel Heatter way 
back when radio was just starting to 
roll," he told SPONSOR. 

Today, Martinson's uses radio in the 
New York metropolitan area for all 
three of its products. Radio is also 
used to advertise the regular vacuum- 
pack coffee and Jomar Instant in these 
cities: Syracuse, Albany-Scheneetady- 
Troy area, Hartford, Pittsburgh and 

In recent years, Martinson's radio 
commercials have shown a highly dis- 
tinctive touch, epitomized now with a 
unique Pearl Bailey pitch for instant 

This languorous lady of lyric uses 
the same singing style in the new com- 
mercial as she does in her recordings. 
The sales message, created by George 
Nelson Prodactions, of Schenectady, 
N. Y., is particularly reminiscent of a 
style Miss Bailey set in her famed 
rendition of "Tired." 

She is preceded by an announcer 
stating, "Ladies and Gentlemen, direct 
from Cafe Espresso, a happy crowd 
enjoys the music of Pearl Bailey." 
Background voices provide an authen- 
tic-sounding cafe setting. 

The lyrics, backed up with a sexy 
musical beat, sell the ease of instant 
espresso: "you'd like some coffee, some 
after-dinner coffee, espresso coffee — 
but you don' wanna drag out that 
big oP machine that makes it and mess 
aroun' and fuss aroun' and fool aroun' 
i Please turn to page 82) 

4 JANUARY 1958 




Not since 1948 has there been a radio set sales year 
like this one with approximately 15.5 million sold 

In the set sales department, 1957 
should mark radio's biggest year since 
television came on the scene. On the 
basis of sales, both home and auto, in 
the first 10 months of this year, the 
chances are that at this moment about 
15.5 million sets have been sold. 

Here is how sponsor projects this 
estimate: The first 10 months of 1956 
saw 5.9 million home sets and 3.6 mil- 
lion car sets sold for a total of more 
than 9.5 million. (See Sales Index ta- 
ble below for exact figures.) This 
year's comparable 10-month period 

found sales of about 6.7 million home 
radios and 4.4 million auto sets total- 
ing over 11.1 million, an increase of 
about 16% over last year. If the same 
rate of increase has persisted during 
the last two months — and it is reason- 
able to suppose that it has — then this 
has been the best year since 1948. 

In that year, when tv had barely cut 
its baby teeth, radio sales reached 
about 17 million. Since 1920, when 
commercial broadcasting was author- 
ized, industry estimates place total ra- 
dio set sales at close to 270 million. ^ 


Radio set index 







Total ' 135,000,000 124,000,000 

Source: RAB, 1 January 1956, 1 July 1957, 

Radio station index 

End of Novembe 


Stations CPs not 


New station* 
bids in hearing 


1 3180 1 109 
1 537 1 51 

1 374 
1 32 

1 116 
1 9 

End of November 



1 2954 1 121 
515 1 22 

1 "! 



: FCC monthly reports, commercial stations. 

•September ea 

ch year. 


set sales 



Oct. 1957 

Oct. 1956 

Ten Months 

Ten Months 







Source: Elec 




TMA). Home figo 


4 JANUARY 1958 


Network radio sales, in terms of program time, dropped 
l.i.-J' i for the current week compared with four weeks 
ago, according to sponsor. Sales figures in business indi- 
cator at right are taken from the complete current list 
of network radio clients below as well as the previous 
list run in the last issue of Radio Basics. For purposes 
of comparability, 6-second and 8-second commercials 
are considered as 30 seconds of program time while 20- 
second and 30-second commercials are considered two 
minutes of program time. In the list below, covering 
week beginning 4 January, minute commercials sold 
as such are figured as five minutes of program time. 


Program Hours Sponsored 

Week beginning 



AFL-CIO: institutional; Ed. P. Morgan; M-F; 75 min.; /. W. Van- 

dercook; M-F; 25 min. 

American Bird Food Mfg. Co.: Breakfast Club; W; 5 min. 

Assemblies of God: religious; Revivaltime; Su; 30 min. 

Bankers Life: White Cross Hospital Plan; Paul Harvey; Su; 15 min. 

Beatrice Foods: LaChoy; Breakfast Club; Th; 5 min. 

Bristol-Myers: Buflerin; Breakfast Club; M,W,F; 15 min. 

Buitoni Foods: Spaghetti; Breakfast Club; F; 5 min. 

Campana Sales: Ayds, Italian Balm; Breakfast Club; F; 5 min. 

Duffy-Mott: Sunsweet prunes, juice; Breakfast Club; Tu,F; 10 min. 

General Foods: Calumet; Breakfast Club; M; 5 min.; Post Cereals; 

Breakfast Club; M-F; 25 min. 

General Motors: Chevrolet; John Daly-News; M-F; 50 min. 

Gospel Broadcasting: Old Fashioned Revival Hour; Su; 60 min. 

Billy Graham: religious; Hour of Decision; Su; 30 min. 

Highland Church of Christ: religious; Herald of Truth; Su; 30 min. 

Krechmer Corp.: wheat germ; Breakfast Club; Tu; 5 min. 

KVP Co.: freezer wrap, shelving paper; Breakfast Club; F; 5 min. 

Midas Muffler: auto mufflers; Weekday Newscasts; M-F; 25 min. 

Milner Products: Perma Starch, Pine-Sol; Breakfast Club; W,Th; 

10 min. 

Notional Brands, div. of Sterling Drug: Dr. Caldwell's; Sunshine 

Boys; M-F; 25 min. 

Oral Roberts Evangelistic Assn.: religious; Oral Roberts' Broad- 

Plough, Inc.: Musterole, St. Josephs Aspirin, others; Newscasts; 

M-F; 15 min. 

Radio Bible Class: religious; Radio Bible Class; Su; 60 min. 

R. J. Reynolds: Winston; Weekday Newscasts; M-F; 25 min.; 

Weekend Newscasts; Sa.Su; 90 min. 

Rust Craft Publishing Co.: greeting cards; Breakfast Club; W; 

5 min. 

Sandura Company: floor covering; Breakfast Club; Th; 5 min. 
Sleep-Eze: sleeping tablets; Breakfast Club; M,F; 10 min. 
Texas Company: gasoline & motor oil; Metropolitan Opera; Sa; 
210 min. 

Voice of Prophecy: institutional; Voice of Prophecy; Su; 30 min. 
Dr. Thomas Wyatt: institutional; Wings of Healing; Su; 30 min. 


Aero Mayflower: George Herman — News; M-Sa; 30 min.; Eric 

Sevareid — News; M-Sa; 30 min. 

American Bird Food: Houseparty; Th; 7% min. 

American Home Foods: Chef Boy-ar-dee pizza pie; Arthur Godfrey; 

Th; 15 min.; Robt. Q. Lewis; Sa; 5 min. 

Angostura-Wupperman: Arthur Godfrey; F; 10 min. 

Armour: Arthur Godfrey; Th, & 4th F; 30 min. 

Bristol Myers: Arthur Godfrey; M,W; 60 min.; Helen Trent; 7% 

min.; Ma Perkins; 7% min.; Backstage Wife; 7% min.; Dr. Malone; 

Calif. Prune & Apricot Growers Assn.: Houseparty; M,Th; 30 min. 

Campana Sales: Robert Q. Lewis; Sa; 5 min. 

Carnation: Houseparty; W; 15 min. 

Chun King Sales: Arthur Godfrey; W & F, alt. wks.; 15 min. 

Clairol: Galen Drake; Sa; 5 min. 

Colgate-Palmolive: Our Gal Sunday; M-F; 37% min.; Backstage 

Wife; M-F; 37% min.: Strike It Rich; M-F; 37% min.; 2nd Mrs. 

Burton; M-F; 37% min. 

Comstock Foods: Robert Q. Lewis; Sa; 5 min. 

Curtis Circulation: Arthur Godfrey; Tu; 15 min. 

Ex-Lax: City Hospital; Sa; 5 min.; Robert Q. Lewis; Tu,Th,F; 15 

min.; Suspense; Su; 5 min. 

Ford Motor: Ford div.; Ford Road Show — Bing Crosby, Rosemary 

r brand! precede 

' mdi were adiertUK 

drertlied. Except t 

articular brands ! 

ii I'llS List slums complete clifii 

. plan All '1 

rarily credited i 

! of program time. 


Clooney; M-F; 25 min.; Sa; 10 min.; Su; 20 min.; World News 
Round Up; M-F; 25 min.; Ford Road Show— Arthur Godfrey; M-F; 
125 min; Edward R. Murrow; M-F; 75 min. 

General Foods; Arthur Godfrey; Tu,Th,F; 15 min.; Wendy Warren; 
Th; 5 min. 

General Motors: Chevrolet; Allan Jackson — News; Sa; 20 min.; 
Robert Trout— News; Su,M-F; 50 min.; Delco; Lowell Thomas; 
M-F; 75 min. 

Grove Labs.: Johnny Dollar; Su; 5 min.; FBI in Peace & War; 
Su; 5 min.; Gunsmoke; Sa,Su; 10 min.; Sez Who?; Su; 5 min.: 
Mitch Miller; Su; 10 min.; Sports Resume; Sa; 5 min.; Amos V 
Andy; M-F; 25 min.; Robert Q. Lewis; M,W,F; 15 min.; World 
Tonight; Tu,Th,F; 15 min.; Galen Drake; Sa; 5 min.; Sports 
Resume; Su; 5 min.; City Hospital; Sa; 5 min.; Rusty Draper; 
Tu,Th; 10 min.; Sat. Night Country Style; Sa; 5 min.; Suspense; 
Su; 5 min.; World Tonight; Sa; 5 min.; World News Roundup; Su; 
5 min. 

Hartz Mountain Prod.: Arthur Godfrey; Th & F, alt. wks.; 15 min. 
Home Insurance Co.: Jack Benny; Su; 30 min. 

Hudson Vitamin Products: Galen Drake; Sa; 5 min.: Robert Q. 
Lewis; Sa; 5 min. 

Johnson & Johnson: Amos V Andy; M,W,F; 15 min.; Mitch Mil- 
ler; Su; 5 min.; FBI in Peace & War; Su; 5 min.; Gunsmoke: 
Sa; 5 min. 

Journal of Lifetime Living: Sidney Walton: Su; 5 min. 
Kitchens of Sara Lee: Arthur Godfrey; F; 15 min. 
Knouse Foods: Arthur Godfrey; W; 15 min. 
Lewis Howe: Robert Q. Lewis; Sa; 5 min. 
Libby, McNeil & Libby: Arthur Godfrey; Tu; 5 min. 
Longines-Wittnauer: Longines Symphonette; Su; 25 min. 
P. Lorillard: Rusty Draper; F; 5 min.; Indictment; Su; 5 min.; 
FBI; Su; 5 min.; Sports Resume; Sa,Su; 10 min.; Mitch Miller; 
Su; 5 min.; Amos V Andy; Sa; 5 min.; Johnny Dollar; Su; 5 min.; 
Suspense; Su; 5 min.; Wash. Week; Su; 5 min.; World Tonight; 
F,Sa; 10 min.; Robt. Q. Lewis; F,Sa; 10 min.; Galen Drake; Sa; 
5 min. 

Men t ho la turn Co.: Nora Drake; M; 7% min.; Road of Life; M,W,F; 
22% min.; Backstage Wife; Tu,Th; 15 min.; Second Mrs. Burton: 
F; 7% min. 

Miles Labs: Wendy Warren; M-F; 25 min.; Bill Downs— News; 
M-F; 25 min. 

Milner Products: Robert Q. Leivis; Sa; 5 min; Nora Drake; 7% 
min.; Ma Perkins; 7% min.; Dr. Malone; 7% min. 
Philip Morris: Country Music Show; F,Su; 50 min. 
Peter Paul: Arthur Godfrey; Tu alt. wk.; 15 min. 
Pfizer: Backstage Wife; 7V 2 min.; Our Gal Sunday; 7V 2 min; Helen 
Trent; 7% min.; Dr. Malone; IVi min.; Right To Happiness; 7% 

Pharma-Craft Corp.: Arthur Godfrey; M, alt. Tu,F; 30 min.: Helen 
Trent; W,F; 15 min.; Nora Drake; Tu,W; 15 min.; Young Dr. Ma- 
lone; alt. M; 7% min.; Houseparty; M,F; 15 min.; Road of Life; 
Th; 5 min.; Second Mrs. Burton; F; 5 min. 

Plough, Inc.: St. Joseph aspirin, Musterole; Robert Q. Lewis; 
Tu,Th,Sa; 15 min. 

R. J. Reynolds: Phil Rizzuto— Sports ; Tu,Th,Sa; 15 min. 
Seeman Bros.: Arthur Godfrey Time; W; 15 min. 
Singer: Arthur Godfrey; M & alt F; 22"% min. 

Spring Air: Amos V Andy; 5 min.; Galen Drake; 5 min.; Robert 
Q. Lewis ; 5 min. 

A. E. Staley: Peter Lind Hayes & Mary Healy; M-F; 50 min.; 
Ma Perkins; M; 7% min. 

Standard Brands: Arthur Godfrey; M; 15 min. 
Sterling Drug: Gunsmoke: Su; 5 min. 

Vick Chemical: Amos V Andy; M-Sa; 30 min.; Robert Q. Lewis; 
Th,Sa; 10 min.; Gunsmoke; Sa,Su; 15 min.; Mitch Miller; Su; 5 
min.; Johnny Dollar; Su; 10 min.; Sez Who?; Su; 5 min.; Rusty 
Draper; M,W; 10 min.; Indictment; Su; 5 min. 
Weco Products: Arthur Godfrey; M; 15 min. 

Wm. Wrigley, Jr.: Howard Miller Show; M-F; 75 min.; Pat But tram 
Show; M-F; 75 min. 



Beltone: hearing aid; Gabriel Heatter — News; Th; 5 min. 
Christian Reformed Church: religious; Back To God; Su; 30 min. 
Coca Cola: Coca Cola; Eddie Fisher; Tu.Th; 30 min. 
Colgate-Palmolive: Instant Shave, After Shave, and other men's 
toiletries, Brisk toothpaste; Sportsreel with Bill Stern; M-F; 50 min. 
Consumer Drug Corp.: Oragen; Gabriel Heatter— News; M-F; 25 
min.; John Scott — News; Su; 5 min. 

Dawn Bible Institute: religious; Frank and Ernest; Su; 15 min.; 
Datelines and the Bible; Su; 10 min. 

Dawn Bible Students Assn.: Datelines and the Bible; Su; 10 min. 
Ex-Lax, Inc.: Ex-Lax; True Detective Mysteries; M; 5 min.; Treas- 
ury Agent; Tu; 5 min.; Gang Busters; W; 5 min.; Secrets of Scot- 
land Yard: Th; 5 min.; Counter-Spy; F: 5 min.; Gabriel Heatter; 
adjacencies; M-F; 11 20-sec. 

First Church of Christ, Scientist: religious; How Christian Science 
Heals; Su; 15 min. 

Gospel Hour, Inc.: The Gospel Hour; Su; 25 min. 
Billy Graham Evangelical Assn.: Billy Graham; Su; 30 min. 
Hudson Vitamin Corp.: vitamins; Gabriel Heatter; Su; 5 min. 
Kraft Foods Co.: All Purpose oil, mustard, Kraft dinner, Miracle 
Whip, Italian dressing, cheese spreads, Parkay margarine; Tommy 
Henrich — Sports News; Sa; 10 min.; John McLean — News; Sa; 
10 min.: Jaffrey Ford — News; Sa; 5 min.; Lyle Van — News; Sa; 
5 min.; Cedric Foster — News; M-F; 25 min.; Steve McCormick — 
News; M-F; 25 min.; Robert Hurleigh—News; M-F; 25 min.; Les 
Smith— News: M-F; 25 min.; Frank Singiser—News; M-F; 25 min.; 
True Detective Mysteries; M; 5 min.; Treasury Agent; Tu; 5 min.; 
Gang Busters; W; 5 min.; Secrets of Scotland Yard; Th; 5 min.; 
Counter-Spy ; F: 5 min. 

Lever Brothers: Pepsodent, Dove; Frank Singiser — News; M,Tu,Th; 
5 min. 

P. Lorillard: Newport; newscast adjacencies; 24 20-sec. 
Lutheran Laymen's League: religious; Lutheran Hour; Su; 30 min. 
Nylo Net: Harry Hennessy — News; M; 25 min. 
Pharmaceuticals: Serutan and Kreml; Gabriel Heatter; Tu,W; 10 

Radio Bible Class: religious; Radio Bible Class: Su; 30 min. 
R. J. Reynolds: Camels; newscast adjacencies; M-Sa; 14 20-sec. 
Rhodes Pharmacol Co.: Imdrin; Gabriel Heatter — News; Tu; 5 min. 
Helaine Seager: Pink Ice; True Detective Mysteries; M; 5 min.; 
Treasury Agent: Tu; 5 min.; Gang Busters; W; 5 min.; Secrets of 
Scotland Yard; Th; 5 min.; Counter-Spy; F; 5 min; Heatter — News; 
W; 5 min. 

Sleep-Eze Co.: Sleep-Eze; Gabriel Heatter — News; Su,F; 10 min. 
Spring Air: mattress: Gabriel Heatter — News; F; 5 min. 
Sterling Drug: National Brands Div.: Fizrin analgesic alkalizer; 
Gabriel Heatter: Su; 5 min.; M-F; 25 min.; John Wingate; M-F; 
25 min.; Bill Sterns Sports Beat; Su; 5 min.; True Detective Mys- 
teries; M; 5 min.; Treasury Agent; Tu: 5 min.; Gang Busters; 
W; 5 min.; Secrets of Scotland Yard; Th; 5 min.; Counter-Spy; 
F; 5 min. 

Tint 'n Set: Henry Mustin—News; Su; 5 min.; John Wingate— 
News: M-F: 25 min. 

Voice of Prophecy: religious; Voice of Prophecy; Su; 30 min. 
Whitehall Pharmacol: Anacin; Westbrook Van Voorhis — News; 
M-F; 75 min. 

Wings of Healing: religious; Wings of Healing: Su; 60 min. 
Word of Life Fellowship: religious; Word of Life Hour: Sa; 30 min. 


Allis-Chalmers: institutional; Farm & Home Hour; Sa: 25 min. 
American Motors: Rambler; Monitor; Sa.Su; 55 min. 
Anahist Co.: Anahist; Bandstand; Tu; 5 min.; One Man's Family; 
Tu; 5 min.; Affairs of Dr. Gentry; M,W,Th; 15 min.; Nightline; 
Tu,W,Th; 15 min.; Monitor; F.Sa; 25 min. 

4 JANUARY 1958 


New . Nielsen coverage ;study for^tv, 
NCS #3, will be out in August 1958 

| lii- weds \. C. Nielsen v.p. and assistant to the presi- 
dent John Churchil] announced Nielsen's plan for a tv 
coverage Btudy, NCS#3, to he out b> late Vugust. In six 
weeks of pre-announcement selling 90 stations, one net- 
work. 35 advertisers, agencies signed. This far outstrips 
action on \CS#2 in a eomparahle period, says Churchill. 
\s a veteran of air media research, John Church- 
ill has become used to being in "the hot seat." In diffi- 
cult-to-nieasure t\ and radio, ever) new study is born in 
a bed of controversy. Judging from NCS#2, the 1958 
coverage stud) will he no exception. 

Vmong the big hones of contention: the charge that 
NCS data is old before it gets into use because of pro- 
graming and facilities changes. How does Churchill reply? 
"Total homes reached 
won't change with one 
or two program 
switches." he told 
sponsor. "We're meas- 
uring the number of 
families that tune in to 
a station at least once 
a week and it doesn't 
matter to which par- 
ticular program. There- 
fore only a radical 
change in the entire 

I oh n Churchill ■ . 

programing character 

of a station is likelx to affect this figure. 

"And facilities changes today tend to improve the 

pirture qualit) rather than expand the geographic reach 

of a station." 

He adds that NCS#3, based on February, March and 

\piil L958 data, will still be a good guide for buying 

next fall. 

"\\ e don't recommend \CS#3 as a means of project- 
ing individual show ratings," Churchill told SPONSOR. 
"We feel its priman purposes are (1) as an indicator 
of a station's reach; (2 I as a means of comparing one 
station's total audience with another's, and (3) as a 
guide for tailoring t\ plans to individual clients' sales, 
distribution and dealership patterns. If used for these 
purposes, the data are reliable and accurate." 

The forthcoming coverage study is strictly for tv — for 
the first time in Nielsen history. The reason, according 
I., Churchill: radio listening patterns didn't change sufii- 
cientl) to warrant another stud) so soon after NCS#2. 
( "Besides, the radio industry was not willing to support 
it finam iall\ . I ^ 


Bell Telephone: Telephone Hour; M; 30 min. 
Billy Graham Evangelistic Assn.: Hour of Decision; Su; 30 min. 
Bristol-Myers: Bufierin; Hourly Hews; M-F; 105 min., 21 30-sec. 
Brown & Williamson: Kools, Viceroy; Hourly News; M-F; 215 min., 
42 30-sec. 

Carter Products: Arrid (20 min.) ; Little Liver Pills (45 min.) ; 
Bandstand; M,F; 10 min.; True Confessions; rot.; 5 min.; Woman 
In My House; rot.; 5 min.; One Man's Family; rot.; 5 min.; Pepper 
Young's Family; rot.; 5 min.; News of The World; M.W; 10 min.; 
Monitor; Sa; 5 min. 

Dow Chemical: chemical prod.; Red Foley Show; Sa; 25 min. 
Evangelical Foundation: religion; Bible Study Hour; Su; 30 min. 
Ex-Lax: Ex-Lax; Bandstand: M.W.Th.F; 2 6-sec, 2 30-sec; Pepper 
Young's Family; M-W; 5 min.. 2 30-sec; One Man's Family; 
M-Th-F; 10 min., 1 30-sec; People Are Funny: W; 5 min.; Great 
Gildersleere: Tu ; 5 min.; Life # The World: Th: 5 min.; Ms True 
Story; M,W,F; 15 min. 
Foster-Milburn: Doan's pills; My True Story: M; 5 min.; One Man's 
Family; W; 5 min. 

Gillette: Gillette prods., Paper-Mate, Toni prod.; Boxing; F; 25 t 
Grove Labs: hair products; Monitor; Sa,Su; 50 min.; Bromo-Quinine; 
My True Story; Tu.Th; 2 30-sec; Bandstand; M-F; 5 30-sec; 15 
min.; True Confessions ; Tu,Th; 5 min.; 1 30-sec; Affairs of Dr. Gen- 
try; M,W,F; 5 min.; 2 30-sec; 5 Star Matinee; Tu.Th; 5 min.; 1 
30-sec; Pepper Young's Family; M,W,F; 5 min.; 2 30-sec; One Man's 
Family; M,W,F; 10 min.; 1 30-sec; Great Gilder sleeve ; Tu; 1 30-sec; 
X Minus 1; Th; 5 min.; Monitor; Sa,Su; 3 30-sec; 10 min. 
Insurance Co. of N. America: insurance; Monitor; Sa,Su; 25 min. 
Lutheran Laymen's League: religion; Lutheran Hour; Su ; 30 min. 
Massey-Harris-Ferguson: farm implements; Alex Dreier; Sa; 15 min. 
Morton Salt: salt; Alex Dreier — News; Sa; 5 min. 
Mutual of Omaha: On the Line With Considine; Su; 15 min. 
North American Van Lines: moving; Monitor; Su; 15 min. 
Northeast Airlines: Monitor; Sa,Su; 25 min. 
Pharmo -Craft: Coldene; News of the World; M,W,F; 15 min. 
Plough, Inc.: St. Joseph aspirin, children's aspirin, Dr. Edward's 
olive tablets, Mexana; Monitor; Sa,Su; 55 min.; 9 30-sec; My True 
Story; M,W,F; 15 min.; Bandstand; Tu-F; 20 min. 
Procter & Gamble: Gleem; Various Shows; Su-Sa; 21 30-sec; 20 

Quaker Oats: Quaker Oats and Mother's Oats; Various Shows; 
M-F; 4 30-sec, 2 6-sec. 
Ralston-Purina: feed division; Harkness — News; M-F; 25 min. 

Reader's Digest: Magazine, Condensed Book Club; Hourly News; 

M-F; 525 min.; 21 30-sec; Bandstand: M.W.Th; 15 min.; Monitor; 

F; 5 min.; Nightline; W; 5 min. 

R. J. Reynolds: Camel; News of the World; M-F; 25 min.; Prince 

Albert; Grand Ole Opry; Sa; 30 min. 

Richfield Oil: oil products; Richfield Reporter; Su-F; 90 min. 

Skelly Oil: oil; Alex Dreier— News; M-Sa; 90 min. 

Standard Brands: Instant Chase & Sanborn; Bandstand; M-F; 10 

min.. 10 30-sec; True Confessions; W,Th,F; 15 min.; Affairs of Dr. 

Gentry; W,F; 10 min.; Five Star Matinee; M,Th; 10 min.; Royal 

Desserts; Affairs of Dr. Gentry; 15 min.; Bandstand; 5 min.; Fiv 

Star Matinee; 5 min.; Pepper Young; 10 min.; True Confessions 

15 min.; Various Shows; 10 30-sec. 

Sun Oil: oil; Three Star Extra; M-F; 75 min. 

Swift & Co.: Allsweet marg.; True Confessions; Th,F; 1 30-sec, 5 

min.; My True Story; W-F; 1 30-sec, 10 min.; Bandstand; Tu-F; 

4 30-sec, 10 min.; Affairs of Dr. Gentry; F; 5 min.; Five Star Mati- 
nee; W,F; 1 30-sec, 5 min.; Woman In My House; Th,F; 10 min. 
Viek Chemical Co.: Vaporub; various programs; Tu-Sa; 30 6-sec. 
Voice of Prophecy: religion; Voice of Prophecy; Su; 30 min. 
Woverly Fabrics: Monitor Sa.Su; 100 min. 

Whitehall Pharmacol Co.: Anacin; Bandstand; M,T,Th; 15 min.; 
True Confessions; M.W.F; 15 min.; Affairs of Dr. Gentry; M,W; 10 
min.; Five Star Matinee; M,W,F; 15 min.; Woman In My House; 
Tu,Th,F; 15 min.; Nightline; Tu,W,Th; 15 min.; Monitor; F.Sa; 

5 min., 1 6-sec. 

1 j \m \in I '>•">!! 





SPONSOR: Riverside Motors AGENCY: Direct 

Capsule case history: Joe Levino, who owns Riverdale 
Motors, a Cadillac-Oldsmobile agency in Goshen, Ind., a 
cit) of 10.000. admits he could scarcely exist without the 
extended marketing range tv gives him: Southbend. Elkhart 
and southwestern Michigan. Ad budget: 80 r , on WSJV- 
TV; the balance on the local newspaper. In three years on 
tv, business has increased 60%. Riverside sponsors a 90- 
minute feature film on Thursday evenings at 10 on a sea- 
sonal basis, but Joe notes that due to tv's heavy impact, the 
volume of inquiries doesn't diminish during the 13-week 
hiatuses. In a picturesque slightly Continental accent, Joe 
delivers strictly ad lib commercials; audiences look forward 
to his messages as avidly as they do to big-name local tal- 
ent. Says Joe of tv : "Recently, with two programs, I sold 
$150,000 worth of cars." 
WSJV-TV, South Bend-Elkhart, Ind. 


SPONSOR: L. 0. Gates AGENCY: Direct 

Capsule case history: Television made a perfect score on 
this one; over a 13-week period L. O. Gates, automobile 
dealer, sold every used car it advertised on tv. Last Novem- 
ber, Gates completed a 26-week contract for two announce- 
ments a week on WNDU-TV. Results to that point were 
such that they bought a 52-week renewal order for three 
announcements a week. Since 19 November, one of the 
three weekly announcements has been used exclusively to 
promote the sale of used cars. During the 13-week period 
following the first of these announcements every one of the 
used cars featured on television was sold. The sales oc- 
curred either the next day or within a week. It was noted 
that although display material and classified ads are some- 
times used, customers consistently ask to see "that car on 
tv." The cost per announcement per used car sold was $36. 
Gates sales are hitting an all time high with the aid of tv. 

WNDU-TV, South Bend-Elkhart PURCHASE: Announcements 


SPONSOR: Ford Tractor AGENCY: Dennis, Parsons & Cook 

Capsule case history: Ford Tractor dealers in the Savan- 
nah area gained 666 potential customers as a result of a 
special premium offer run for three days on WSAV-TV. 
The campaign opened the door to increased sales activity by 
providing dealers with a means of gaining direct contact 
with possible new tractor buyers. Ford Tractor bought 
three announcements on WSAV-TV's Jim and Jesse and the 
Virginia Bays, a program of live country and Western 
music aired on Wednesday evenings from 7:30-8:00. In 
single mentions on three successive programs the Ford 
Farming Almanac was offered to anyone who would write in 
for it. Requests for the almanac were received from people 
in 111 towns in 45 counties of WSAV-TV's two-state cover- 
age area. William W. Cook, vice president of Dennis, Par- 
sons & Cook, reported that the offer, which produced 666 
requests in all, pin-pointed many prospective customers. 

WSAV-TV, Savannah PROGRAM : Jim & Jesse & the Virginia Boys 


SPONSOR: Right Motors AGENCY: Direct 

Capsule case history: Television advertising has given 
this Cleveland used car dealer two straight months of sellout 
and the biggest sales month in its history. In May, Right 
Motors started sponsorship of Jungle, 11:20-11:30 p.m., a 
Monday-through-Friday wildlife action film series on KYW- 
TV. Car sales rose and in June an all-time high was reached 
in turnover. Buddy Carter, President of the firm, reports 
a 44% increase from the already augmented sales of May to 
June. He reports: "To meet the demand our tv advertising 
produced, we increased our front line and garage facilities, 
but even this was not enough. From 174 cars in May, we 
sold 250 in June and could have sold more if we had had 
them." He added: "We are now doing about four times 
the business we did before we started using tv. At this rate 
Right Motors will soon make auto sales history." Pitchman 
for Jungle commercials is a radio-tv veteran, Joe Finan. 
KYW-TV, Cleveland PURCHASE: Jungle 





SPONSOR: Standard Rochester Brewing Co. AGENCY: Direct 

Capsule Case History: Intensive use of television is cited 
as a major factor in an unprecedented increase in sales for 
the Standard Rochester Brewing Company. The firm spon- 
sored one-half of each NBC-TV baseball game of the week, 
plus half of 10 local Rochester Red Wing games over 
WROC-TV, Rochester. In addition, also over WROC-TV, 
the brewery bought a spot schedule of ten I.D.'s per week, 
and continued alternate week half-hour sponsorship of City 
Detective, a syndicated film series. Maurice L. Lewis, vice 
president and treasurer of the company, pleased with the 
sales results of tv participation, said: "Increased sales of 
our products show that people appreciate our bringing them 
the tv ball games and they've said 'thank you' by asking for 
Standard Dry and Topper Beer more than ever before." 
According to Clarence E. Jennings, president and general 
manager, the brewery has increased the number of delivery 
trucks in Rochester by 15% and added three trailers. 
WROC-TV, Rochester PURCHASE: Various 


SPONSOR: Butter-Nut Coffee Co. AGENCY: Direct 

Capsule case history: The special premium offer is a 
standard promotional device used by many kinds of adver- 
tisers in nearly all media. The success of Butter-Nut Cof- 
fee's television promotion shows why advertisers keep re- 
turning to this type of campaign. Butter-Nut made the fol- 
lowing tv offer: "Send 25<£ and a key strip from a can of 
Butter-Nut Coffee to KOA-TV, Denver, and you'll receive 
10 packs of Burpee seeds, a $2.35 value." The offer was 
made on Weatherman Bowman s weathercast at 10:10 night- 
ly and in announcements at various times and ran from 11 
February through 23 March. During this time, requests for 
the seeds were received from 13,456 viewers and the spon- 
sor reported that 15,000 cans of coffee were sold. The pro- 
motion reached far beyond the immediate Denver area. 
Responses to the offer represented a total of 245 cities and 
towns in Colorado, Nebraska, Wyoming and Kansas. 
KOA-TV, Denver PURCHASE: Announcements 


SPONSOR: Leatherwood Co. AGENCY: Direct 

Capsule case history: This dairy advertiser gained 500% 
in sales of half-gallons of Leatherwood Homogenized Milk 
by means of a special merchandising campaign based on 
The Cisco Kid's popularity with television audiences. To 
introduce their new two-quart container, which features pic- 
tures of Cisco and his sidekick Pancho with copy about the 
show, Leatherwood offered a plastic Cisco Kid tumbler as a 
package-attachment premium. The offer was advertised just 
twice on The Cisco Kid program on WHIS-TV. Commer- 
cials indicated that the tumbler would be available for two 
days only. As a direct result of the two exposures on 
WHIS-TV, Leatherwood sold its entire stock of 15,000 spe- 
cial cartons long before the close of the weekend offer. W. S. 
Brank, general sales manager of the dairy company, esti- 
mates that these 15,000 sales represent purchases by three 
out of every four families in the Bluefield, W. Va. area. 

WHIS-TV, Bluefield, W. Va. PURCHASE: The Cisco Kid 


SPONSOR: Manischewitz Wine Co. AGENCY: Emil Mogul 

Capsule case history: Manischewitz Wine Company, New 
York, returned to full program sponsorship last fall in a 
move that has proved highly profitable for the firm. In recent 
years Manischewitz has concentrated its television advertis- 
ing in participations and announcements. But last September, 
after four years of straight commercials, the wine company 
assumed full sponsorship of a half-hour program on WRCA- 
TV, New York. The show, Hy Gardner Calling, is broadcast 
on Saturday nights from 11:30 p.m. to midnight. Both live 
and film commercials are used on the program. Since the 
firm began sponsoring Hy Gardner, sales of Manischewitz 
kosher wines have shown a sharp increase in the New York 
market. Meyer H. Robinson, treasurer and general manager, 
stated that "we believe the prestige value of our product's 
being associated with Hy Gardner's celebrity-filled pro- 
gram has contributed substantially to this sales rise." 
WRCA-TV, New York PURCHASE: Hy Gardner Calling 

4 JANUARY 1953 






SPONSOR: Add] Chemical AGENCY: Direct 

Capsule case history: Moving into the consumer market 
in addition to the industrial in a highly competitive field has 
been successfully carried off by this firm through tv adver- 
tising. \ilcll Chemical's product, Lestoil, a liquid all-pur- 
pose detergent, had been tried and proven in the commer- 
cial laundry and cleaning business. In January 1955 this 
firm decided to branch into the consumer market. It chose 
WMUR-TV (whose signal extends into the Boston area). 
It bought a heavy pattern of minute and 20-second spots in 
"B" and "C" time on a 52-week basis. Immediate product 
interest and distribution demand occurred. Since then, 
Lestoil has increased its WMUR-TV expenditure almost 
100% and has moved into other Eastern markets. Today, 
Lestoil is giving keen competition to Procter & Gamble's 
Spic & Span and is now the 36th largest user of spot tele- 
vision with a first quarter (1957) tv budget of $640,000. 

WMl.'R-TV, Manchester PURCHASE: Mir 


SPONSOR: Peacock Rug Cleaners AGENCY: Direct 

Capsule case history: Peacock, a large Memphis rug 
cleaning firm, decided to test the sales power of tv versus 
the other media. Accordingly, the firm placed a five-plan 
schedule in WHBQ-TV's Million Dollar Movie: three 10- 
second afternoon spots and two nighttime 60's. During the 
same period, a similar budget went into newspaper, radio 
and direct mail. At the conclusion of the test, each route 
man was supplied with a questionnaire and instructed to 
have customers at each pick-up or delivery-stop fill out the 
forms. The purpose of the questionnaire was to learn which 
medium influenced customers to call Peacock. Results: 82% 
of Peacock customers were influenced by WHBQ-TV's Mil- 
lion Dollar Movie, with the remaining 18% divided among 
newspaper, radio and direct mail. Subsequently, Peacock 
placed almost 100^? of its ad schedule on WHBQ-TV with 
a 10-plan of five daytime 10's, and five nighttime minutes. 

WHBQ-TV, Memphis PURCHASE: Announcements 


SPONSOR: Page the Cleaner & Furrier AGENCY: Direct 

Capsule case history: This advertiser's use of television 
In promote its new shirt laundry division brought Page the 
greatest volume of shirt business in the Edmonton, Alta., 
area. Page's success with tv advertising in promoting its 
dry-cleaning and fur storage facilities led this Edmonton 
firm to rel\ heavily on t\ when introducing its shirt service. 
Since it began using CFRN-TV over two years ago, Page 
has experienced a steady upswing in sales of all its various 
services. 'I In- firm's commercials, aired in announcements, 
ci ii- -i nl approximately one-half live and one-half film 
clip announcements. Page personalizes its service by using 
the live announcements to introduce its route salesmen. 
The successful introduction of the new shirt laundry depart- 
ment underlines tin- effectiveness of television in meet- 
in- Page's advertising needs. The Page shirt depart- 
ment now processes over 7,000 shirts per week. Page's 
Alex Starko reports (hat the firm's dollar volume is 
now running some 10' ; to 50' < ahead of last 
\eai. in all divisions, due principally to CFRN-TV. 

(I KVTY. Edmontoi 

I'l IK II W.: \imouncements 


SPONSOR: Schorr Furniture & Appliance AGENCY: Wilkes 

Capsule case history: A sales increase described as "star, 
tling" was the result of this advertiser's departure from the 
advertising procedure most often employed by retail stores. 
It's not uncommon for retailers to use only one advertising 
medium but when this is done newspapers are usually 
selected. As an experiment. Schorr Furniture and Appliance 
placed its entire advertising budget on television for one 
month. The results of this experiment led Schorr to make 
an ad budget allocation unusual for a retail store: for 
the entire year of 1956, Schorr's total ad expenditure of 
$12,000 (devoted only to Bendix washers) was for com- 
mercials on KSLA-TV. The store used the Amos V Andy 
show for 10 months, changing to one-minute announcements 
at the end of the Amos 'n Andy series. For the remaining 
two months five filmed announcements were run per day in 
the morning, afternoon and in KSLA-TVs late movies. 
Schorr reports that with tv only, more Bendix wash- 
ing machines were sold in 1956 than in any previous year. 
KSLA-TV, Shreveport, La. P" RCHASE: Amos V Andy; 

4 .JANUARY 1958 



WGR-TV now leads all other 
stations with the largest share of 
the viewing audience in Buffalo 
from sign-on to sign-off seven days 
a week! 

Nine of the top fifteen shows in 
Buffalo are seen on WGR-TV. They 
include " Wyatt Earp" (highest 
rated of any show on any station 
— with 44.9% of the viewing 
audience) , "Sugarfoot," "The Frank 
Sinatra Show," "The Pat Boone 
Show," "Maverick," "Broken 
Arrow," both "Lawrence Welk" 
shows and "Ozzie and Harriet." 
Other network shows which won 
hands down on WGR-TV are 
"Mickey Mouse Club," 
"Disneyland," "Zorro," "Rin Tin 
Tin," and "Colt 45." 


WGR-TV led in 19 out of 20 quarter 
hours, 5:00-6:00 p.m., Monday 
to Friday. 

Local shows took their share of 
rating honors, too — and WGR-TV 
averaged more viewers per set than 
any other station! 
Source: October ARB 
Hot network programming — 
outstanding local personalities — 
superb studio facilities — local 
acceptance — tremendous bonus of 
Canadian coverage — and the 
strongest merchandising in Buffalo. 
No wonder WGR-TV is the first 
choice of advertisers as well 

Contact Peters, Griffin, Woodward 
for availabilities. 


WROC-TV, Rochester • WGR Radio, WGR-TV, Buffalo • WSVA Radio, WSVA-TV, Harrisonburg 

4 JANUARY 1958 



Department Store 


SPONSOR: Bry's Department Store AGENCY: Direct 

Capsule case history: A saturation campaign was bought 
by Bry's Department Store in Memphis to initiate its 'Dar- 
ing Sale' promotion. Opening day, a total of 12 separate 
program spots were telecast from outside and inside the 
store. Typical shots included: 10:00 a.m. crowds waiting 
for the store to open; the president of the store welcoming 
Memphis to its sale; department managers calling attention 
to specific merchandise values ; views of the crowds on vari- 
ous floors; a 5:30 p.m. farewell from weary clerks inviting 
shoppers to the store the next day. Bernard Pincus, Bry's 
president, reported the results of the telecast: "It brought 
people into the store from all over Memphis, and the store 
buzzed with excitement. Enthusiastic comments poured in 
from everywhere. WMCT was a major factor in the sale's 
success — it was one of the biggest in the store's history." 
WMCT, Memphis PURCHASE: Special program 


SPONSOR: King's Department Store AGENCY: Direct 

Capsule case history: Ladies ready-to-wear companies do 
not usually employ television advertising to promote sales. 
Nor do discount houses use tv in any substantial amount. 
This firm is both and recently used the visual medium with 
success. King's Department Store of West Palm Beach, 
Florida, bought an announcement on Starlight Theatre (a 
nightly feature starting as 10:00 p.m.) on WEAT-TV, for 
one night only on 2 May. The announcement was a one- 
minute live promotion delivered by one of the show's femi- 
nine hostesses. The sale-feature items — ladies ready-to-wear 
dresses at $2.67 — were displayed on a rack. Within three 
days of the one announcement, King's Department Store had 
sold 900 dresses. This was a gross product turnover of 
$2,403.00 of merchandise. Cost of the single announcement 
was $43.20. Edward J. Hennessy, General Sales Manager 
of WEAT-TV reports that no other advertising was used. 

WEAT-TV, West Palm Beach PURCHASE: Announcement 

Food Products 


SPONSOR: Wentz Super Markets AGENCY: Direct 

Capsule case history: Owners of supermarkets must move 
their perishable food products quickly. Recently, the own- 
er of the Wentz markets moved 11 tons of produce in less 
than 24 hours with one 20-second tv announcement. Wentz 
has been a continuous tv advertiser for the past two years. 
On its regularly sponsored show, Mr. District Attorney 
(Thursdays, 9:30 p.m. over KHSL-TV), Wentz has three 
one-minute commercials. Each of the one-minute commer- 
cials consists of three 20-second specials. On 4 April Wentz 
ran a special on fryer chickens. By 4 p.m. the following 
day, seven tons of fryers had been moved. Wentz re-ordered 
another four tons of chickens and by noon Saturday, these 
had been sold out. Total sale volume: $8,800. Cost of the 
announcement: $65. Net profit from the sale: $637.50 — 
plus increased traffic in all markets. With this and similar 
instances indicating results of its tv advertising, Wentz has 
just renewed its contract with KHSL-TV for another year. 

KHSL-TV, Chico. Calif. 

PURCHASE: Mr. District Attorney 


SPONSOR: Park *N Shop AGENCY: Crawford Advertising 

Capsule case history: Had you spotted a pajama-clad 
citizen toting a watermelon on a Charlotte street one night 
last summer, you wouldn't have had to worry about hallu- 
cinations. Residents of the Charlotte area were induced to 
play the "pajama game" through a novel tv offer made by 
Park 'N Shop. This sponsor began advertising on WBTV 
with The Harvesters, a 15-minute program aired at 10:00 
p.m. which features gospel singers. On the first pro- 
gram, 31 July, watermelons were offered at 10^ each, 
5^ if the viewer appeared in pajamas. Customers flocked 
to the Park 'N Shop, thousands wearing pajamas, and 
nearly two trailer-truck loads of watermelons were sold less 
than two hours after the show went off the air. In addition, 
Gladiola Biscuits, a product new to this market, were of- 
fered at 5^ a can and 15 cases were sold less than 5 minutes 
after the show ended. The two-week period following this 
show brought a 40% sales increase and since the first show, 
the business increase averaged more than $1,000 per day 
for a five-week period. Cost for the first two weeks — $560. 

WBTV, Charlotte, N. C. PROGRAM: The Harvesters 



bvl V lUw WSVA-TV, Channel 3, Harrisonburg, 

Virginia, is the major source of TV programming for 200,000 families in the important 

Shenandoah Valley market. As such, it must serve the "old timers" plus the thousands of 

"newcomers" who are streaming in to work in the new plants of ASR Products, Westing r 

house, General Electric, Du Pont and Reynolds Metal. 

The residents of Staunton, Waynesboro, Charlottesville and Harrisonburg receive on 

Channel 3 a well-diversified selection of local programs, both live and film — as well as top 

network shows from the CBS, abc and nbc networks. 

wsva-tv's rapidly growing list of sponsors is proof of the vital service it is providing 

advertisers in covering this vital portion of the Greater Virginia Area. 

If you buy Richmond, Washington and Roanoke, then wsva-tv, symbol of service in the 

Shenandoah Valley, is a "must" buy. Ask for details from Peters, Griffin and Woodward. 


WROC-TV, Rochester • WGR Radio, WGR-TV, Buffalo 
WSVA Radio. WSVA-TV. Harrisonburg 


CBS-NBC-ABC Channel 3 
Harrisonburg, Va. 




Food Products 


>PU\SOR: II. L. Handy Co. 

AGENCY: Hoag & Provandie 

Capsule case history: Television proved to be a natural 
for introduction of H. L. Handy's new product improve- 
ment Ham-in-the-Pan. Tv commercials enabled the adver- 
tiser to demonstrate very graphically the major benefits of 
this new tvpe of pre-cooked ham. Ham-in-the-Pan is a bone- 
less, fruited ham which comes to the consumer fully cooked 
and candied in an aluminum-foil pan. After the ham is 
heated, which is the only preparation necessary, the pan can 
be thrown out. The basic appeal of the convenience of the 
throw-away pan was emphasized in commercials carried by 
WHCT-TV. This campaign spearheaded the Ham-in-the-Pan 
promotion in the Hartford market area. The tv saturation 
consisted of 24 one-minute announcements broadcast on 
WHCT-TV during the big pre-Christmas ham weeks, 10 to 
21 December. Scrubbing pans must be Hartford's pet peeve 
— the tv campaign gave the new products a flying start. 
WHCT-TV, Hartford, Conn. PURCHASE: Announcements 


SPONSOR: Mrs. Grissom's Salads Co. AGENCY: Glassman 

Advertising Agency 

Capsule case history: In no other advertising medium has 
Mrs. M. Grissom, owner of Mrs. Grissom's Salads Co., 
achieved such immediate and positive results as in tele- 
vision. In fact, before trying tv, she had poured $2,000 
into media other than television or radio and received no 
results either in increased sales or wider distribution. 
Switching her budget to television, she bought five one- 
minute participations in WSIX-TV's Romper Room, 9:30 
to 10:30 a.m. After a few short weeks the demand had 
forced H. G. Hill Super Markets, Nashville's largest chain — 
where Grissom had no previous distribution — to stock every 
one of their 41 stores with the line. The total cost to Mrs. 
Grissom was $200 — one tenth the cost of her former 
campaigns. "Sorry, we're sold out," became a familiar 
phrase in most Hill stores. Other chains which were already 
carrying the food line rang up similar increases in sales. 

WSIX-TV, Nashville, Ter 

PURCHASE: Announcements 



SPONSOR: Empire Furniture Store AGENCY: Direct 

Capsule case history: Just four one-minute announcements 
on station CJLH-TV brought the Empire Furniture Store a 
dollar volume amounting to over 18 times the cost of the 
announcements. The live commercials were designed to 
increase sales of specific items from Empire's varied stock 
of furniture and home furnishings. The four announce- 
ments were aired during the two-week period prior to Christ- 
mas 1956 and only television advertising was used. One 
announcement brought the sale of 40 television stools, 24 
hassocks and 10 sewing boxes. Well over 60 hostess chairs 
were sold as a result of two of the announcements and with 
the remaining plug the Empire sold 10 studio lounges. The 
amount realized from these sales totaled over $3,360 and 
was the direct result of tv commercials costing only $184. 
The $3,360 represents sales of the advertised items onl) and 
does not reflect the increased dollar volume on other goods 
resulting from store traffic created by the tv campaign. 
Empire has continued its use of tv, concentrating the 
greater part of a January sale ad budget in that medium. 
CJLH-TV, Lethbridge, Uberta PURCHASE: Announcements 


SPONSOR: New York Furniture House AGENCY: Direct 

Capsule case history: The greatest one-day sale in the 
history of New York Furniture House resulted from the 
store's initial use of Saturday Evening Movie. The program, 
broadcast on KBTV, Denver, was first sponsored by the 
furniture store on 23 February. The firm's commercials 
emphasized the excellent values that could be obtained at 
New York Furniture's annual warehouse sale. No other ad- 
vertising was used for the sale. The store remained open the 
next day to get the full benefit of consumer response. On 
Sunday morning customers were lined up outside the store 
waiting for it to open for business at 9:00 a.m. Store traffic 
was heavy throughout the day and by closing time the total 
number of customers for the day was over 3,500. The 
merchandise sold during this one day amounted to a dollar 
volume of $32,000. Gratified by the return from their sale, 
New York Furniture House has renewed for a full year. 

KBTV, Denver 

PROGRAM: Saturday Evening Movie 

4 JANUARY 1958 


<5 ^P 

Maybe we do it the hard way, but we have always believed that the stations 
-epresent are entitled to continual personal representation by the heads 
of this firm. H-R was started by a group of working partners; we are still 
working partners today. And because we have selected our growing sales 
staff on the basis of maturity, depth of experience and dedication to our 
selling policies, you can be sure that today, as when H-R was started, that 
we will "always send a man to do a man's job." 



DWIGHT REED, Vice President 
PAUL WEEKS, Vice President 

OXford 7-3120 

RAndolph 6-6431 

YUkon 2-5837 
910 Royal Street 529 Ron A 

6 Rio Grande Bldg. 
Has, Texas 
«srside 2-5148 

JAckson 3-7797 

FRanklin 3-7753 





SPONSOR: Richards & Roth VGENCY: Direct 

Capsule case history: While selling air conditioners in 
[exas during January and February isn't quite as difficult 
to accomplish as selling refrigerators to Eskimos, it's not 
exact!) easy either. Richards & Roth, local air conditioner 
and refrigerator dealers, sponsored Stage 7 alternate weekly 
for. these two months. During this period, normally the 
slack season for this product, the sponsor sold and in- 
stalled twice as many air conditioners as in a comparable 
period in the hottest months of 1956. Horace Richards 
revealed that sales exceeded those of all their competitors 
during the two winter months. Total tv cost: $880. Rich- 
ards & Roth used no other media, and was the only firm 
of its kind to advertise on tv in Corpus Christi. "Because 
of its sensational success," Richards says, "we continued to 
sponsor Stage 7 on a permanent basis — and the sales 
continued at this level. Tv is the best sales medium." 

KSIX-TV. Corpus Chrisl 

PURCHASE: Program 


SPONSOR: E. W. Edwards & Son AGENCY: William Lane 

Capsule case history: This advertiser sold at least 22 sew- 
ing machines as a direct result of 13 announcements on 
WHEN-TV, Syracuse. E. W. Edwards & Son bought a single 
weekly minute participation in the Gal Next Door show for 
13 weeks. Each week an Edwards representative joined Kay 
Larson, the program's personality, in demonstrating a differ- 
ent sewing machine model and its various attachments. Dur- 
ing the 13 weeks of the promotion Edwards' salespeople 
made note of each specific reference by a customer to the 
television advertising. By the end of the campaign's run a 
total of 22 people had alluded directly to the tv commercials 
in connection with the purchase of a sewing machine. There 
were additional purchases by customers who did not refer 
to the announcements which Ross Dickson, manager of the 
sewing machine department, also attributes to the television 
advertising. Mr. Dickson has now renewed for 13 weeks. 

WHEN-TV, Syracuse PURCHASE: Participations 


SPONSOR: J. A. Walsh & Co. AGENCY: Direct 

Capsule case history: The appeal of a music-and-news 
video show, KTRK-TV's new program Soundtrack, was 
explored recently in a campaign run by J. A. Walsh & Co., 
Houston's RCA distributor. Applying the concepts of radio 
to television, Soundtrack enables its audience to enjoy tele- 
vision in the busy morning hours from 7:00-9:00 a.m. 
without having to sit in front of the set. As a test item. 
J. A. Walsh bought 12 one-minute announcements on 
Soundtrack during the first week in December. The com- 
mercials advertised an RCA radio-phonograph priced at 
$29.95. Since this was a test campaign, the distributor 
purposely did not inform its dealers of the commercial 
broadcasts and no other advertising was used. Dean R. 
Benton, sales manager for the RCA Victor division of J. A. 
Walsh, said that the 12 announcements, at a cost of $210, sold 
over 100 items. The sponsor signed for 13 additional weeks. 

KTRK-TV, Houston, Texas PROGRAM: Soundtrack 


SPONSOR: Channer's Wallpaper & Paint Store AGENCY: Direct 
Capsule Case History: Since Canada has no morning tv 
programing, and a limited schedule in the afternoon, day- 
time tv is still virgin. However, there is evidence that a 
client can find his proper daytime niche. An example is the 
successful tv campaign of Channer's Wallpaper & Paint 
Store in London, Ontario. The retailer decided on a three- 
month television spot campaign with some doubt as to the 
value of afternoon time. The purchase was on CFPL-TV, 
London, Ontario. The results of this planned campaign 
included an over-all business increase. Instead of the usual 
seasonal peaks in the spring and fall, Channer's saw a better 
distribution over the entire year. Sales rose up to 25% 
increase during special paint promotions, and tv announce- 
ments were able to rid the shelves of overstocked items. The 
retailer estimated store traffic at 500 customers a week. 
Channer's has increased its campaign to 52-weeks coverage. 

CFPL-TV, London, Ontario PURCHASE: Announcements 

4 JANUARY 1958 

SPOT TV I ad medium 

for 1958 

tops in 



National representative : 

Peters, Griffin, Woodward 

*Tops, reports November 1957 ARB, with 
62.9 share of sets in use from sign-on to sign- 
off 7 days a week in the Pittsburgh metro- 






Real Estate 


SPONSOR: W. E. Johnson Realty AGENCY: Time & Copy 

Capsule case history: A new home is an expensive item 
but the Wallace E. Johnson Realty Co., using just one tv 
announcement, recently sold 17 houses during a single week- 
end. On the recommendation of Time & Copy, Johnson Real- 
ty some time ago began using a one-minute announcement 
on WHBQ-TV The announcement is aired on Thursday 
nights within the Million Dollar Movie. Results have been 
consistently gratifying, but last March one of these weekly 
commercials brought a real sales bonanza. This announce- 
ment covered the opening of Johnson Realty's Value Villa 
homes and was telecast at approximately 10:45 p.m. Thurs- 
day. The firm reported that on Friday morning over 25 
phone calls were received from people who had seen the com- 
mercial and that on Saturday and Sunday 17 homes were 
sold. The sales Avere attributed directly to the announce- 
ment on WHBQ-TV since Johnson used no other medium. 

WHBQ-TV, Memphis PURCHASE: Announcements 


SPONSOR: Zweifel Realty Co. AGENCY: Direct 

Capsule case history: Zwiefel Realty Co. achieved a new 
kind of success through television advertising. Its tv cam- 
paign brought so much new business that the firm was 
forced to suspend its commercial schedule or risk being 
completely swamped. Zweifel Realty, a small real estate 
agency, wanted to increased its property listings through tv 
advertising. With a restricted budget, the firm invested just 
$19 per week in television. Zweifel bought alternate week 
co-sponsorship of an early evening weather cast (aired from 
6:10 to 6:15 p.m. on KROC-TV). Commercials were broad- 
cast four times between 25 March and 10 May. After just 
these four appearances Zweifel's property listings had in- 
creased to a point far beyond the company's physical abil- 
ity to handle them. Suspension of tv was necessary to catch 
up with the landslide of listings, though Zweifel Realty plans 
a return to KROC-TV when it is able to handle tv results. 

KROC-TV, Rochester, Mini 

PURCHASE: Weathercast 



SPONSOR: China Food Kitchen AGENCY: Direct 

Capsule case history: Salt Lake City residents in search 
of Chinese food responded so enthusiastically to announce- 
ments on KTVT that they caused a telephone tie-up which 
probably made the phone company wish they'd all stick to 
steak. For an eight-day period, KTVT ran one 10-second 
announcement each night advertising China Food Kitchen's 
home delivery special, "Quickee Chickee." During that time 
the information board of the Mountain States Telephone and 
Telegraph Co. was swamped with over 2,000 calls requesting 
the number of the trade name "Quickee Chickee," rather 
than the firm name. As a result, the phone company has 
issued multiple listings for the firm. John Quong, of China 
Food Kitchen, stated that compared to other types of adver- 
tising done in the past, tv gave a much greater and more 
immediate response. He also reported an over-all increase 
of 20' ; in home delivery business since the television drive. 
KTVT, Salt lake City PURCHASE: Am 


SPONSOR: Knott's Berry Farm AGENCY: Hall-Mitchell 

Capsule case history: Knott's Berry Farm, famous tourist 
attraction outside of Los Angeles, has built its traffic to an 
all-time high in its history through television advertising. 
And it reached this peak during its usual off-season period. 
The company launched a campaign on KTLA in January, 
buying participations in the cartoon featurette Popeye (a 
Monday through Friday program, 7:00-7:15 p.m.). Knott's 
is a family-type attraction and its promotion was aimed at 
the parents through the juvenile viewer. Despite the fact 
that winter months are not conducive to traffic for this out- 
door entertainment, shopping and eating place, on Sunday 
10 March, Knott's had the biggest traffic day in its entire 
history. Prior to this, Knott's reports that on 9 February, 
the personal appearance at the Farms of Tom Hatten, KTLA 
personality appearing on the show, "drew an unusually large 
number of children." Cost of advertising: $900 per week. 
Knott's concluded this tv campaign at the end of March. 

KTLA, Los Angeles, Calif. PURCHASE: Participations 

4 JANUARY 1958 

SPOT TV I ad medium 

for 1958 

tops in 



NBC-TV affiliate since February 8, 1947 

National representative: 

NBC Spot Sales 

*Tops, reports November 1957 ARB, with a 
41.3 share of sets in use from sign-on to sign- 
off 7 days a week in the St. Louis metropolitan 





SPONSOR: Gabitoni's restaurant AGENCY: Direct 

Capsule case history: Gabitoni's, a restaurant in Spring- 
field, Ohio, began its television advertising with minute an- 
nouncements after the Saturday pro-football games on 
WICS-TV three years ago. The commercials offered to de- 
liver pizza pies upon order and results were satisfactory, so 
after the football season the schedule was moved to 10:15 
Sunday night, just preceding the feature movie program, 
Command Performance. This time the response was over- 
whelming. Johnny Lynn, owner and operator of the res- 
taurant, reported the barrage of telephone orders for pizza 
pies was so incessant after each announcement that another 
telephone line had to be installed. In addition, the restau- 
rant's on-the-spot business increased many fold throughout 
the week. The cost per announcement was $45; yet the 
number of pizzas sold ranging in price from $1.39 to $2.69 
made this a worthwhile investment. Proving again the pow- 
er of tv to sell when the advertising is properly placed. 
WICS-TV, Springfield, 111. PURCHASE: Announcements 


SPONSOR: Volcano Restaurant AGENCY: Direct 

Capsule case history: For a little over a year, the Volcano 
Restaurant in South Bend has been appealing to the palates 
of pizza lovers via tv with a resulting 30% increase in busi- 
ness, as of last January. The restaurant purchased a weekly 
one-minute participation in Lamplight Theater, a feature 
film show aired Monday-Saturday night on WNDU-TV. 
Though the commercials concentrated on Volcano's pizza 
take-out trade, business from diners in the restaurant also 
flourished. After just one month on tv, business was heavy 
enough to permit operation time to be cut by five hours a 
day with a consequent reduction in expenses. In addition, 
the campaign's success recently enabled Volcano's owners to 
open a new pizza restaurant in Niles, Mich. Nine months 
ago Volcano canceled all other forms of advertising to con- 
centrate on tv. This year is expected to see a doubling or 
tripling of its tv time. Cost has been $45 per announcement. 
WNDU-TV, South Bend-Elkhart PURCHASE: Participations 

Retail Stores 


SPONSOR: Zale's Jewelry AGENCY: Direct 

Capsule case history: Zale's, reportedly the largest volume 
chain of credit jewelry stores in Texas has used tele- 
vision for several years, but never on a steady, contractual 
basis. As a test, they bought a one-week campaign of eight 
one-minute live spots on KGBT-TV, Harlingen — four day- 
time and four nighttime — on behalf of certain watches; a 
large schedule for Zale's. At the end of two days, the entire 
stock of 80-plus watches were sold out. This was the fastest 
moving item in the chain's history via any medium, and 
the traffic created accounted for thousands of dollars of 
other sales. Impressed by the results, the chain's manage- 
ment bought more tv in all their markets, and KGBT-TV 
received a one-year schedule of spots and newscasts, all live. 
Incidentally, as a corollary result, the manager won first 
prize in an intra-chain contest Zale's held for its stores. 

KGBT-TV. Harlingen, Tex. 

I'l H( II \SK: Announcements 


SPONSOR: Joseph "The" Furrier AGENCY: Direct 

Capsule case history: Joseph "The" Furrier, owner of a 
retail operation in Scranton, Pa., has watched business soar 
since he first signed a contract with WDAU-TV, three 
years ago. Harold Joseph has been using a steady news 
or weather sponsorship campaign in late summer and early 
fall, complementing this with spot. Year after year Joseph 
reports a continuing rise in sales which he attributes di- 
rectly to WDAU-TV. His sales figures for 1955— the first 
year he used WDAU-TV— were 12% ahead of 1954. His 
1956 totals were 18% over 1955. He was so confident of 
1957's results that he predicted a 22% increase and to date 
has nearly surpassed his entire year's estimate. Currently 
Joseph is sponsoring Weather seen twice weekly at 6:35 to 
6:45 p.m. The store's weekly budget: $197; 85% of the 
dollar goes to tv; 15% for radio and newspaper. "We'll 
use tv indefinitely," he says, "for its tremendous impact." 

WDAU-TV, Scranton, Pa. PURCHASE: Announcements 


SPOT TV I ad medium 

for 195S 

topst IWISH-TV 


National representative: 

The Boiling Co. 

^ WISH-TV dominates the nation's 
14th television market, consistently wins 
[ more quarter hours than all other sta- 
tions combined and averages 41% more 
viewing families than the next Indianap- 
olis station.* 

ARB, November 

A CORINTHIAN STATION Responsibility in Broadcasting 

RESULTS . . , 

Retail Stores 


SPONSOR: Valley Mills Store 

AGENCY: Direct 

Capsule case history: "One spot is as good as 10 if you 
have the right station and program," commented the owner 
of Valley Mills Store, a local independent clothing shop. 
Valley Mills Store had failed to get the expected results 
claimed by other media and decided to try television. Mills 
bought just one spot in Midday, seen Monday through Fri- 
day 12:00 noon to 1:00 p.m., on WRGP-TV, Chattanooga. 
The products: men's trousers and shirts. The cost was only 
$40 and as a direct result of this one spot, the store sold 
$2,600 worth of merchandise — more than they sold in any 
single day prior to this announcement. Up to one week 
after the spot ran, people were still asking to see the line of 
pants and shirts displayed on Midday. Of even greater 
importance is the fact that Mills has turned their entire bud- 
get to television. "Customers came from as far away as 25 
miles, and they will continue to come," the manager said. 
WRGP-TV, Chattanooga, Tenn. PURCHASE: Announcement 


SPONSOR: Wisconsin Sporting Goods Stores AGENCY: Direct 

Capsule case history: A local television show which in- 
herits its viewers from a network sports program brought 
good results to a group of four sporting goods dealers in 
the Lacrosse, Wis., area. The four dealers, each in a dif- 
ferent town covered by WKBT, Lacrosse, recently purchased 
Fite Nite Sport Lite, a 10-minute weekly program with em- 
phasis on hunting, fishing, camping and boating; it follows 
the ABC TV boxing show. KWBT Sportscaster Ed Hutch- 
ings presents a guest each week who is an authority on some 
one outdoor sport. Questions are requested from the view- 
ers and the sender of the question chosen to be aired each 
week receives a substantial prize donated by one of the spon- 
sors. Robert Morrison, sales manager of WKBT, reports 
that this show "invariably sells out the merchandise adver- 
tised the day following." The initial test campaign ran eight 
weeks. The cost: $100 per week. Sponsor satisfaction is 
best evidenced by a 26-week renewal effective 26 June. 

WKBT, Lacrosse, Wise. PURCHASE: Fite Nite Sport Lite 


SPONSOR: Zimmerman's Shoe Stores AGENCY: Direct 

Capsule case history: That television is an "extremely 
potent medium" is the conclusion reached by the president 
of this company after a two-week campaign resulting in a 
complete sell-out of the advertised product. Zimmerman's 
bought five spots per week on KONO-TV, San Antonio, to 
advertise "Ivy League" ladies' and children's shoes and 
anklet socks. At the end of the two-week period, the entire 
stock of these shoes — 600 pairs — were sold out at both 
stores, as well as 95 dozen pairs of anklets. The minute 
participations ran one a day in American Bandstand. A 
pair of women's shoes and another of children's were shown 
on camera and there was a brief mention of the anklets. 
The selling price was the regular $6.98 a pair; anklets were 
at three pairs for a dollar. No other station or medium was 
used, nor were the shoes shown in window displays. Zim- 
merman's president has substantially raised the tv budget. 

KONO-TV, San Antonio, Texas PURCHASE: Announcements 


SPONSOR: Sears, Roebuck AGENCY: Direct 

Capsule case history: Tv advertising helped this sponsor 
buck the elements and made Sears' annual warehouse sale a 
success in spite of wintry weather. Sears, Roebuck, Wheel- 
ing, W. Va., placed a saturation schedule of announcements 
on WTRF-TV which ran for three successive days prior to 
the sale. WTRF-TV was the only medium used to promote the 
sale. On the day of the sale the temperature was 27 degrees; 
there were four inches of snow on the ground and a heavy 
snow was falling. In addition, Sears' warehouse is located off 
the beaten track in a hard-to-find spot. Nevertheless, when 
the warehouse opened at 8:00 a.m. over 300 people were 
waiting outside, and the huge building was crowded all day 
long. Don West, the store manager, reported that, as of 11:00 
a.m. on sale day, time payment totals were running more 
than one full hour ahead of last year's sale. For its previous 
sale Sears had used newspaper ads as its primary medium. 
WTRF-TV, Wheeling, W. Va. PURCHASE: Announcements 



SPOT TV I ad medium 

for 1958 

tops in 



National representative : 

The Katz Agency 

*Tops in 5 of top 10 net shows; 7 out of top 
10 film shows; 9 of top 10 multi-week shows. 
Tops, reports November 1957 ARB, with 45.8 
share of sets in use from sign-on to sign-off 7 
days a week in the Wichita metropolitan area. 

RESULTS . . . 



SPONSOR: George Wyman & Co. AGENCY: Direct 

Capsule case history: \ one-shot, 30-minute television 
time purchase promoting a single book moved $2,560.50 
worth of this merchandise at a cost of $179 for this South 
Rend. huh. department store. Louis Melicek, vice presi- 
dent in charge of merchandising, reports the only other ad- 
\ertising used was tune-in ads in the newspaper, but no 
mention of the book or price was included. The promotion 
vehicle was a Conrad Nagel film on the subject of arthritis, 
placed 4:30-5:00 p.m., Sunday, 17 February, on WNDU-TV. 
The book, entitled Arthritis and Common Sense, priced at 
$3.95 per copy, was promoted within the normal commer- 
cial time; phone orders, mail orders and in-store sale of the 
book were advertised by voice over slides. Immediate re- 
sponse taken by the telephone answering service recorded 
86 orders within two hours of the program. By the end of 
the week, 650 copies of the book had been sold. Comments 
from Wyman's sales staff: "amazing," "great," "gratifying." 

WNDU-TV, South Bend 

PURCHASE: 30-min. program WBKB, Chicago, 


SPONSOR: Christmas Tree Land AGENCY: Direct 

Capsule case history: The use of live evergreens for 
Christmas trees is a well-established tradition which must 
present formidable competition to retailers who attempt 
to sell a different type of Christmas tree. With the aid 
of television advertising, however, Chicago's Christmas 
Tree Land was highly successful in selling a tree which was 
not only different but also far more expensive. Over a 
period of two weeks, Christmas Tree Land ran commercials 
on WBKB for the Starlight Tree, a permanent metallic 
Chistmas tree that revolves on a musical base. The ad- 
vertising consisted of a series of 14 one-minute live partici- 
pating announcements spread among three daily tv shows. 
The Starlight Tree retailed at $129.50 per tree and during 
the two-week advertising period 5,066 trees were sold for a 
total dollar volume of approximately $650,000. As the 
Christmas Tree Land firm had only geared its 1956 pro- 
duction for a total seasonal sale of 5,000 trees, the number 
of sales during the two-week period was a tv advertising 
coup. The cost of the 14 announcements was $2,000. 

PURCHASE: Announcements 


SPONSOR: Esquire Brak.- Service AGENCY: Direct 

Capsule Case History: A retail business was able to in- 
crease its sales by 25% with spot television advertising. 
I li< Esquire Brake Service of Miami entered into tv with 
the objective of increasing the sale of brake linings (includ- 
ing installation) at a special tv rate of $7.95 per brake job. 
The campaign, over WITV, Miami, consisted of four one- 
minute participations per week in class "A" time on a rota- 
lion schedule. The purpose of changing the time segment 
of the spots each week was to reach different audiences. 
The one-minute participations were always in half-hour syn- 
dicated film shows, a- opposed to 20-second network adja- 
cency spots. The cost of the campaign was $5,200. In the 
13 weeks that Esquire has been with WITV, retail sales 
have increased by 25%. It attributes this success directly 
to its intensive tv campaign which is still in progress. 
WITV, Miami PURCHASE: Participations 


SPONSOR: Weaver Products AGENCY: Herb Flaig 

Capsule case history: With television its primary promo- 
tional medium, a soft rubber hair curler called "Spoolie" 
hit the $200,000 mark in retail sales in the first five weeks 
of the tv campaign. For the promotion, Weaver Products of 
Minneapolis, makers of "Spoolie," selected WLW-T's Paul 
Dixon Show, a weekday morning variety show, and Headin 
West, a weekday afternoon movie. Weaver ran 10 to 11 an- 
nouncements a week on WLW-T during the five-week period. 
In addition to the $200,000 in retail sales, more than $40,- 
000 in back orders were received from drug, department, 
grocery and 5 & 10 cent stores in the Cincinnati area. Pro- 
duction fell behind demand and customers had to wait six 
to eight weeks for orders. "Spoolie," a new type of curler 
which resembles a small punctured mushroom, retails at 
$1.50 for a package of 32 curlers. Weaver Products now 
is sponsoring the two shows on a long-range contract basis. 

WLW-T, Cincinnati PURCHASE: Announcements 


SPOT TV I ad medium 

for 1958 

tops in 



National representative: 

The Katz Agency 

"Tops, reports November 1957 ARB, with a 
48.5 share of sets in use from sign-on to sign- 
off 7 days a week in the Toledo metropolitan 





SPONSOR: Libertj Dress Manufacturing Co. AGENCY: Direct 

Capsule Case History: \ local manufacturing firm learned 
the potent) of tele> ision as a medium of advertising during 
the current Boston newspaper strike. The Liberty Dress Co. 
of Boston had placed an advertisement for stitchers in the 
Sunday newspapers. When the strike went into effect the 
previous night, this firm turned to WBZ-TV, Boston and 
purchased a 10-second station I.D. The spot was used at 
11:10 p.m. Sunday immediately following the 11:00 o'clock 
newscast. The effect of television advertising was vividly 
demonstrated the following morning when, before 10:00 
a.m., the Liberty Dress Co. had 22 applicants, each one 
equally qualified to fill the available positions. Jerry 
Rosen, owner of the dress firm, said that a newspaper ad 
normally results in four or five replies, at the most. Due to 
this overwhelming response, the company is sold on the 
effectiveness of tv advertising, and is now in the process of 
planning a schedule of tv ads for use when help is required. 
WBZ-TV. Boston PURCHASE: Announcement 


SPONSOR: Hodges Warehouse Corp. AGENCY: Direct 

Capsule case history: Television has been an unknown 
quantity in the field of moving and storage advertising in 
Tulsa. Hodges Warehouse Corp. decided to test the impact 
of television by buying one-minute announcements on 
KVOO-TV's late news segment for two months. The re- 
sponse was so overwhelming that Hodges bought a sched- 
ule of I.D.'s following the expiration of the campaign. 
Business directly traceable to the commercials: one $350 
long distance move, six local moving jobs that totaled $300 
and four local storage jobs amounting to $150. In addition 
to these orders, the company has had continuing calls for 
information. Consequently, Hodges has revised its entire 
approach to selling warehousing services. It recognizes that 
big results for a specialized service can only be produced 
through advertising that has scope; KVOO-TV gave Hodges 
the impact and mass audience it needed. 
KVOO-TV, Tulsa PURCHASE: Newscast 


SPONSOR: Read Drug & Chemical Co. AGENCY: Direct 

Capsule case history: Frank Fleishman, Read's buyer, 
reports an impressive sales increase at all 56 Read's stores 
on the full hobby and craft line since the company assumed 
sponsorship of a new tv program, Working Wonders. The 
program, aired on WBAL-TV 9:30-10:00 a.m. Saturdays, 
treats a wide range of scientific subjects in a manner de- 
signed to appeal to school-age youngsters. The show is used 
exclusively to promote hobby and craft items. The com- 
mercials use films and completed models as well as live 
shots of kids actually working with various models and kits. 
One commercial on the Martin Sea-Master produced a sell- 
out of the 720 pieces on hand; another on Remco's Crystal 
Radio Kit, run for a few weeks, caused Read's to wire 
urgently for additional merchandise. Fleishman says, 
". . . this is the most effective means we have yet discovered 
for moving such a Im'.u varietj of hobby and craft materials." 

WBAL-TV, Baltimore 


SPONSOR: Templins of Elkhart AGENCY: Direct 

Capsule case history: This advertiser's investment in tele- 
vision advertising brought him an excellent return. As a 
direct result of a tv expenditure totaling only $460, Templins 
of Elkhart, a retail outlet for organs and pianos, sold more 
than $5,000 worth of instruments. During an eight-week 
period, W. W. Templin, Jr., the store's owner, purchased 
35 eight-second I. D.'s on WNDU-TV at a cost of $12 per 
commercial. The eight-week campaign resulted in the sale 
of two pianos and one organ. With the addition of one 
other announcement at a cost of $25, another organ was 
sold after the eight-week period. Beyond this, Templin has 
been able to attribute to his television advertising other sales 
to out-of-town customers. These people have reported seeing 
his commercial on tv. One organ customer came from 
Akron, Ind.. 50 miles away. Templin has since renewed on 
WNDU-TV with two announcements per week for 52 weeks. 

PROGRAM: Working Wonders WNDU-TV, South Bend, Ind. 



SPOT TV I ad medium 

for 1958 

tops in 



National representative : 

Edward Petry 

@ KOTV dominates the rich Tulsa mar- 
ket, consistently wins more quarter 
hours than all other stations combined 
and averages 37% more viewing families 
than the next Tulsa station.* 

metropolitan and area ARB, 


A CORINTHIAN STATION Responsibility in Broadcasting 




SPONSOR: [ndependenl Grocers Uliance AGENCY: Geo. F. Florey 
Capsule case history: In order to promote the wide 
\arit-t\ of products handled by grocery stores, this sponsor 
wanted a television campaign which would appeal to all 
segments of the tv audience. To achieve this end the In- 
dependent Grocers Alliance utilized a multi-program line- 
up on the Champaign, 111., tv station, WCIA. The organiza- 
tion has credited this program line-up with causing a 
l 1 ' 1 -'. sales increase in its 95 outlets in the east-central 
Illinois area. Four programs of varying types were selected 
to appeal to a maximum audience. IGA reaches the night- 
time audience through two programs — Public Defender, on 
Thursdays at 9:30 p.m. and a 15-minute newscast, aired 
Tuesdays at 6:30 p.m. Happy Home, on Monday-through- 
Friday, is IGA's daytime housewives' special. Midwest 
Matinee, designed for children, has boosted sales of milk 
and ice cream. The commercials on these programs run 
the gamut from low pressure institutional plugs to strong 
promotion of IGA brands. The $60,000 tv appropriation is 
shared equally among the organization's 95 retail outlets. 

WCIA, Champaign. 111. PURCHASE: Various 


SPONSOR: The Marwin Co. AGENCY: Direct 

Capsule case history: Television has repeatedly demon- 
strated its effectiveness as a medium for the abbreviated, 
special purpose ad campaign. Time after time it has brought 
results to advertisers who relied on just a few announce- 
ments to promote a sale, a particular product, a special 
offer, etc. The impact of a "quickie" television campaign 
was illustrated again in a special promotion initiated by the 
Marwin Co. during the 1956 Christmas season. The com- 
pany bought just three one-minute participating announce- 
ments on WBKB to advertise their Add-A-Count toy. The 
announcements were broadcast on the children's show 
Morning Spectacular and were presented live once a day 
for three consecutive days. The $1.25 toy was made avail- 
able to viewers only through mail or telephone orders. As 
a direct result of the trio of commercials. Marwin Co. sold 
1,400 of the toys for a gross sales volume of $1,750. One- 
third of the orders were placed by people from four 
states outside of Illinois. The three-day advertising 
campaign cost the Marwin Co. a total of $322.50. 
WBKB, Chicago PROGRAM: Morning Spectacular 


SPONSOR: Oregon, 111. Chamber of Commerce AGENCY: Direct 
Capsule case history: The Chamber of Commerce of 
Oregon, 111., placed a schedule with WREX-TV, Rockford, 
111., to promote their two-day sales festival. Aim: to draw 
each one of the 3,205 inhabitants of the small town to the 
sale. The Oregon Chamber of Commerce used WREX-TV's 
10-plan — consisting entirely of 10-second station break I.D.'s 
in Class "C" time. Cost: $265. Total increase in sales 
for these two days over normal sales was $18,000. Every 
store recorded doubled and tripled merchandise movement. 
Although Oregon is some 18 miles southwest of Rockford, 
a Chamber of Commerce spokesman pointed out that there 
were numerous people from Rockford and surrounding 
hamlets who came for the sidewalk festivities. Oregon has 
no daily newspaper of its own. "This was our most suc- 
cessful and prosperous year," the C of C president stated. 
"We consider WREX-TV a unique force for sales results." 


SPONSOR: Bob Reed Tv Service Co. AGENCY: Direct 

Capsule case history: From a one-man, one-truck concern 
to a 13-staff, eight-truck business is the success story of this 
firm, built through tv advertising. In October 1955, Bob 
Reed opened his tv repair shop. He tried newspaper and 
radio promotion but results proved unsatisfactory. In De- 
cember he started a campaign on WICS which he has main- 
tained to the present day, with approximately the same ad- 
vertising budget of $67.50 per week. He bought a "five-for- 
one-plan" on Weather Briefs, a Monday-through-Friday, 
6:55-7:00 p.m. show. The plan provides for sponsoring the 
program one day a week, with one 10-second announcement 
on each of the four other days. Using a repetitive-type mes- 
sage, this client finds that as soon as a viewer's set goes out 
of order, Reed's commercial is called to mind and he gets 
the call for repairs. Just recently, this still fast growing busi- 
ness has moved to a new location with three times the area. 

WREX-TV, Rockford. 111. 

PURCHASE: Announcements WICS, Spr 

PURCHASE: Program & Announcements 

4 JANUARY 1958 

SPOT TV I ad medium 

for 1958 

tops in 



National representative: 

NBC Spot Sales 

*Tops, reports November 1957 ARB, with 
48.0 share of sets in use from sign-on to sign- 
off 7 days a week in the Albany-Troy -Schenec- 
tady metropolitan area. 


Should commercials be keyed to the time of day ~ 

Wilbur Stark, president, Wilbur Stark- 

J<rr\ Layton, Inc. 
A good commercial is basically a sales- 
man. \nd every good salesman knows 
that it's selling wisdom to tune your- 
seH i" your prospect's mood. No "rah- 
rah" stuff when lie's got the inventory 
blues and no off-color jokes to the Bap- 
tisl trade. When you and your pros- 
pect are working on the same wave 

Time of day 

length, then is the time to gradually 
lead into your pitch. 

This is as basic for any successful 
selling job as the Pythagorean theorem 
is to geometry. Yet what happens to 
the television commercial which is, in 
essence, a form of "person to person" 
selling? Very rarely, I believe, does 
the sponsor or agency key his message 
to the time of day his program is seen. 
And the time of day is one element 
that contributes to a viewer's mood. 

Tv has now reached an intermediary 
stage of maturity and it must take its 
responsibilities more seriously. 

One large area of responsibility is 
selling the product. I firmly believe 
more concentrated attention must be 
given not only to copy theme but to 
the general configuration of this sell- 
ing medium; factors such as, does the 
commercial hold steady to the show's 
format or is it incongruous, what kintf 
of audience is most likely to be 
reached, etc. must be faced up to. 

As regards the time slot, I can speak 
most pertinently about what Jerry Lay- 
ton and I have learned from having 
produced over 3,000 tv shows. Cur- 
rently, we have Modern Romances and 
True Story on the air, and consequent- 
ly are quite familiar with daytime. 

During the day, the woman viewer 
is alone and lonely. She watches tv 
while ironing or doing another house- 
hold chore. She reaches out for iden- 
tification. If the announcer makes his 
pitch in terms which permit her to 
identify with someone or something — 
on a personal level — she is the perfect 
prospect, ready to accept the buying 

But at night, she watches her set 
with different emotions. She is now 
gregarious, in the company of her hus- 
band, children or friends. To reach a 
member of a "group" audience, in con- 
trast to a solitary audience, commer- 
cials must be geared differently. 

Too often an example of the follow- 
ing poor tv selling tactic is spotted 
around the dials. A daytime announc- 
er says, "Now mix your hands in this 
dough . . ." Fine for that time of day. 
But — when the same type of pitch hits 
the nighttime audience, it is thrown 
down the drain. Obviously all male 
viewers are lost. But the female at that 
time is not eager to be reminded of 
her many chores. She is more femi- 
nine now and in the mood for a ro- 
mantic "pitch." 

The most elemental precept of show- 
manship, "play to your audience," 
should be the steady focus of the com- 
mercial producer. 

Henry Halpern, vice president in charge 
of media and research, MacManus, John & 

Adams, Inc., New York 
It is our strong feeling that a com- 
mercial can best get across its message 
if it is in tune with the "time of day" 
during which it is aired. Literally, oi 
course, it isn't the "time of day" but 
rather the nature and mood of the 
viewing audience and the type of pro- 
gram being viewed that set the com- 
mercial requirements. 

We believe that a commercial should 
not introduce a discordant note, which 
can act to annoy and possibly even to 
repel the viewer, but on the other 

hand, it should not be so placid and so 
integrated as to escape completely 
identification as the sponsor's message. 
Product marketing strategy, which 
not only affects the selection of tele- 
vision vehicles, also determines the na- 
ture of the commercial message. To 
illustrate, at the time of Saran Wrap's 
national introduction, the television 
programs MJ&A used were Today, 
Kate Smith, and Your Show Of Shows. 
And, even with the singular objective 
of product introduction, the commer- 
cials used on these programs varied 
considerably. Some were live, some 
on film, some employed the program's 
personality. Subsequent developments 
in the strategy of marketing Saran 
Wrap indicated benefits could be 
gained from a change, both in pro- 
gram and in commercial message. The 
television program selected was Medic 
and I think illustrates, perhaps better 
than any other example that I could 
cite, the position of the program vis-a- 
vis the commercial. The product of 
really great creative effort were the 
black light commercials carried on the 
Medic show. These commercials were 
completely different, yet no less well- 
integrated, or effective in their selling 

W< /0% v 



Mood created 
by program 
should be 

message or in keeping with the char- 
acter of the audience and the mood 
created by the program than the more 
standard techniques used in earlier 
commercials to advertise the same 

In determining commercial treat- 
ment, we give important consideration 
to the mood of the program, the char- 
acter of the expected audience, and the 
nature of the selling message. 


Robert J. Coen, associate research direc- 
tor, McCann-Erickson, Inc., New York 
Let me try to answer this from a re- 
search point of view. 

Any efforts which will increase the 
effectiveness of commercials are worth 
considering. Audiences differ by time 
of day either in terms of physical 
make-up or receptiveness to various 
types of communications. In all com- 

research U 
big factor 

munication efforts the goal is to obtain 
maximum results at minimum cost. 

The degree of keying, or varying of 
techniques, depends on the product in- 
volved, its audience strategy and the 
practical limits of making use of such 
variation. From the research stand- 
point it is desirable to continuously 
pursue efforts that may indicate dif- 
ferent levels of commercial effective- 
ness. Indicated variations would then 
have to be compared to the added ex- 
pense resulting from a variation in 
commercial treatment in order to reach 
a final judgment as to the advisability 
of such variations. 

The task to be done by the commer- 
cial as well as the audience and mar- 
keting strategy are taken into consid- 
eration before selecting the parts of the 
day that will carry the messages. It is 
possible, at this stage, to obtain indi- 
cations as to the physical presence of 
men, women, teenagers and children in 
the audience. Additional quantitative 
information can be obtained which will 
provide a more detailed profile of the 
character of the audience. This more 
or less basic knowledge in combination 
with previous experience and research 
can often reduce the number of alter- 
native choices or at least highlight the 
ones that are of major importance. 

In the final analysis good judgment, 
complete utilization of available infor- 
mation, and judicious research invest- 
ments will be continuously required to 
judge what varying degrees of keying 
may provide. The accumulative weight 
of these tools must then be related to 
the practicality and economy connect- 
ed with using various keying tech- 
niques.' ^ 

Portland, Maine, Metropolitan Area Telepulse (October 
10-17) confirms and improves figures quoted last 
month . . . 

WCSH-TV now 4Y 2 times ahead of nearest competitor 
in quarter-hour viewing, capturing 81% of all periods 
surveyed when three area stations were operating. 

WCSH-TV took 371.5 to next station's 82.5, or 10% 
better than in Pulse 13 -county area study of May 1957. 
(Third station did not place in quarter hour "firsts") 

WCSH-TV has: 

11 of top 15 once-a-week shows 

7 of top 10 multi-weekly shows (NBC News first; 

station's News on 6 second) 

9 of top 10 syndicated film shows 

Any Weed-Television man can supply detailed break- 
down of this latest evidence of Channel 6 superiority in 
northern New England's quality market. 



4 JANUARY 1958 

Hundreds of extra eyes to be 
exact — the most restless 
retinue of retinas — work for 
you at SPONSOR to help keep 
you the best informed executive 
on broadcasting that you can 
possibly be. 

Experienced eyes that see 
beneath the surface and beyond 
the fact. Eyes that bring you 
not alone news but the most 
comprehensive analysis of this 
news in the entire publication 

That's why you should read 
SPONSOR — at home . . . 
where you can give it your 
unhurried time — your relaxed 
imagination. One idea that 
you can apply might well be 
worth a lifetime of subscriptions. 
Now — for less than a penny 
a day — just $3.00 a year — 
you can have 52 issues of 
SPONSOR delivered to your 
home. Try it on this 
money back guarantee. 
Only gift subscriptions for ad- 
vertisers or agencies are eligible. 

| 40 East 49 St. 
| I'll take a year' 
■ You guarantee 

B not satisfied. 

New York 
s subscriptio 
full refund 

17, N. Y. | 
n of SPONSOR. | 
any time I'm ■ 

1 FIRM | 


□ Bill m. 


Bill Arm 

National and regional spot buys 
in work now or recently completed 



The Andrew Jergens Co., Cincinnati, is planning its 1958 cam- 
paign for its hand lotion. The 52-week schedule kicks-ofl 15 January 
in 25 to 30 major markets. Minutes and chainbreaks during both 
daytime and nighttime segments are being placed with frequencies 
varying. Buying is not completed. Buyer: Gary Pranzo. Agency: 
Cunningham & Walsh. Inc., New York. (Agency declined comment.) 
American Chicle Co., Long Island City, N. Y., is working on 
schedules in about 70 markets for its Dentyne chewing gum. The 
campaign starts in January and runs for 13 to 18 weeks depending 
upon the market. Minute and 20-second announcements are being 
scheduled for daytime periods; frequency varies from market to 
market. Buying is not completed. Buyer: A. Martin Bruehl. Agency: 
D-F-S, New York. (Agency declined to comment.) 
The Norwich Pharmacal Co., Norwich, Conn., is purchasing 
announcements in various markets for its Pepto-Bismol. The schedule 
starts 15 January for six weeks. The advertiser is slotting chain- 
breaks during daytime hours; frequency depends upon the market. 
Buying is not completed. Buyer: Helen Kowalsky. Agency: Benton & 
Bowles, Inc., New York. (Agency declined to comment.) 


Lever Bros., New York, is preparing an intensive campaign in 39 
markets for its Imperial Margarine. The 14-week schedule begins 
13 January. Minutes for daytime and nighttime hours are being 
bought with an average frequency of 40 per week per market. 
Buying is not completed. Buyer: Penny Simmons. Agency: Foote, 
Cone & Belding, New York. (Agency declined to comment.) 
Continental Baking Co., Inc., New York, is firming up its 1958 
campaign for its bread line. All major markets in its areas of distri- 
bution are being used. The schedules start in early January for 
52 weeks. Daytime minutes, women's audience, are being slotted. 
Frequencies depend upon the market. Buyer: George Detelj. Agency: 
Ted Bates & Co., New York. (Agency declined to comment.) 


The Texas Oil Co., New York, is buying both radio and tv sched- 
ules for a mid-winter push of its gasolines and oils. The short-termer 
starts in late January and is heavy saturation with a male audience 
in mind. In tv, minutes, chainbreaks and I.D.'s, 6:00 to 12:00 p.m., 
are being scheduled. In radio, minutes and 20's are being placed 
during peak morning and afternoon traffic hours, nighttimes and 
weekends. Buying is not completed. Buyer: Jack Bray. Agency: 
Cunningham & Walsh, Inc., New York. (Agency declined comment.) 
Lever Bros. Co., New York, is planning campaigns in major mar- 
kets for its Breeze detergent. Both radio and tv will start 6 January 
and will run in four periods of six weeks each. Announcements of 
all lengths will be used, with frequency varying. Buying is not com- 
pleted. Agency: SSCB, New York. (Agency declined to comment.) 

4 JANUARY 1958 



Just a few days ago, in December, 1 957, ARB released the 

first truly comprehensive television audience report for the 

int area (58 airline miles from downtown Detroit). In light of 

'aried and confusing trade advertising concerning that area 

(complete with "facts" concerning almost everything except 
he basic ingredient of AUDIENCE), we respectfully call your 

attention to the fact that our Detroit Channel 2 outlet is still 

by WJBK-TV, proving again that the wise buy is the station 

power of 100,000 watts, 1,057-foot tower, and with complete 
, facilities for local programming in full color. Basic CBS. 




(Nov., 1957; Released Dec, 1957) 
















All Others 


230 N. Michigan, Chicago 1, III.; 1 1 1 Sutter, So 

A pictorial review of local 
and national industry events 



Awards for participation in 
World Plowing Matches at Pee- 
bles, Ohio, are held by winners. 
Shown (1. to r.) : Robt. Barre, 
co-chairman of World Conserva- 
tion Exposition and 5th Annual 
Plowing Matches; Dwight Heck- 
athorne, pres., Ohio Farm Bur. 
Fed.: Earl K. Devore, gen. chair- 
man; Robt. Miller, WLW Farm 
Dir. and exposition co-chairman; 
Doug Stanfield, Farm Bur. Fed. 

Sales heat they hope to gen- 
erate in KYW, Cleveland, cam- 
paign is symbolized by Johnny 
Bell (1.) and Wes Hopkins. Oc- 
casion: Station's anniversary 

Ground-breaking for 
WTAE, Pittsburgh's third vhf tv 
station. Shown (1. to r.) : John 
M. Wolf, Mrs. I. D. Wolf, Irwin 
I). Wolf, v.p., Earl F. Reed, pres., 
and Leonard Kapmer. exec. v.p. 

Brrr! Icy "spots" are filmed 
by Art Ross, tv/radio director for 
Campbell-Ewald, on location atop 
of Harding Ice Cap, in Alaska 

Congressional Library gets new audio-visual reference 
as radio broadcast tapes are presented to L. Quincy 
, by CBS Radio's Arthur Hull Hayes 

Timebuyers contest told why KETV movies are good buy 
for national advertiser. Seated (1. to r.) are contest judges: 
Gordon Gray, exec, v.p., WOR-TV, New York; sponsor editor 
and publisher, Norman Glenn; James Douglas, senior v.p. 
Ted Bates. Looking on: KETV v.p. and general manager 
Eugene S. Thomas (1.) and sales manager, Robert 0. Paxs 

News and Idea 


Toy manufacturers went heavily 
into tv this year. They report an 
early sell-out of many tv-adver- 
tised lines and a gross take ap- 
proximating last year's total vol- 
ume of $1.2 billion. Around 
63% of the total comes from 
Christmas sales. 

As a case in point, Ideal Toy Corp., 
which sponsors the Shirley Temple 
Story Book, this year sold 140,000 
Shirley Temple dolls which retailed at 
$12 to $15. Thus they netted over $1 
million on a doll, extinct for 20 years, 
that was literally resurrected by tv. 

Melvin Heilitzer, advertising and 
public relations manager for Ideal, 
credits tv as "our most dramatic and 
effective advertising of the year." 

Other toy manufacturers who used 
tv heavily this year were Remco In- 
dustries, Climax Industries, Rainbow 
Crafts, American Character Doll, 
Lionel and American Flyer electric 
trains, and Milton Bradley and Parker 
game manufacturers. 

Borden Co. has formed a new di- 
vision to encompass its milk and 
ice cream operations. 

It will be known as Borden's Milk & 
Ice Cream Co. 

Francis R. Elliott is president and 
Harry L. Archer, vice president, of the 
new division. 

Westinghouse Electric has par- 
celed out a number of new execu- 
tive assignments among its top 
level officers. Their new duties: 

Gwilym A. Price, formerly president 
and chairman, now becomes chairman 
of the board. 

Mark W. Cresap, Jr., formerly ex- 
ecutive v.p. and director, is now presi- 
dent and chief administrative officer. 

E. V. Huggins, now chairman of the 
board's executive committee and vice 

John K. Hodnette, now executive 
vice president. 

George G. Main, vice president- 


Francis E. Dalton, controller. 
Carlisle P. Myers, corporate secre- 

Russell B. Read, assistant treasurer. 

New assignments at Vick Chemi- 

E. B. Newsom, v.p. in charge of 
sales and sales promotion; A. J. Elias, 
v.p. in charge of advertising and mar- 
keting; J. S. Scott, advertising man- 

General Cigar Co. has named Theo- 
dore Kaufmann executive vice presi- 
dent. It is a newly created office. 


Two 30-year-old Chicago agencies, 
Roche, WiUiams & Cleary and the 
United States Advertising Corp., 
have formed perhaps the first 
merger for 1958. New name: 
Roche, Rickerd & Cleary, Inc. 

The home of the new company will 
be Roche, Williams & Cleary's present 

John Pierre Roche, president of 
Roche, Williams & Cleary, will be 
chairman of the board. C. E. Rickerd, 
president of United States Advertising, 
is president of the merged agencies. 

Latin American Advertising, Inc., 
has been formed in L.A., with rep- 
resentation in Mexico City, and 
will specialize in Spanish language 

Its founders are R. Mercado and 
Norman Palmer, both formerly with 

Agency appointments: Weiss & 

Geller for Doeskin paper products. A 
saturation spot tv campaign is planned 
. . . Keyes, Madden & Jones for 
Roselux Chemical Corp. . . . W. B. 
Doner, Baltimore, for Sears, Roebuck, 
Baltimore. They will use radio and tv 
. . . The Zakin Company, New York, 
for Camera Import Corp. . . . Blaine- 
Thompson Co., New York, for Clar- 
idge Food Co., Flushing . . . BBDO 
for Sheaffer Pen's national advertising. 


s the KOA-RADIO 




your advertising 


ge thr 


jt the en/ire West- 



— reaching cities and 



s and 

ranches in 302 


es of 

12 stc 



- is 





s best way to sell 


Droduct to c 

ver 4 million po- 




ON - 




only station you 


to rou 

e yoL 

r product directly 

to the 



Western Market. 



Keyes, Madden & Jones, former agency, 
will retain Sheaffer's cooperative ad- 


Campbell-Mithun, Chicago, has in- 

Btalled a public relations and publicity 
department, \sith Frazier E. Nounnan 
as director. 

People: William Pitts, new v.p. in 
charge of creative services for Ben 
Sackheim . . . John Cross, now v.p. 
for Compton . . . Donald E. Manges, 
account executive for W. S. Walker. 
Pittsburgh . . . George E. Burgess, 
Jr., account executive for Merwin 
Owen Nair Advertising, Hartford, 
Conn. . . . Nancy Breen, media and 
traffic director for Ray Barron, Bos- 
ton . . . Charles Powers, director of 
tv-radio commercial services, and 
Thomas Greenhow, director of pro- 
graming for McCann-Erickson, L.A 
. . . Wallace Lepkin, research direc 
tor for MacManus, John & Adams . . 
Eldon Smith, merchandising direc 
tor for all Young & Rubicam offices 
. . . Marian Baer and Bob Cham- 
bers to the writing staff and Robert 
Stanley to the tv-radio art staff of 
Needham. Louis & Brorby, Chicago. 

Il — 


.New on the job: David G. Mc- 
Intyre, assistant account executive for 
Doherty, Clifford, Steers & Shenfield 
. . . Frank R. McMann, research as- 
sociate for Emil Mogul . . . Eldon 
Sullivan, account executive and v.p. 
for Cunningham & Walsh . . . Frank- 
lyn S. Ferry, v.p., account executive 
and plans board member for Hilton 
and Riggio . . . David A. Weiss and 
Richard W. Stephenson to the pub- 
lic relations department of Hicks & 
Greist,, New York . . . David K. Mc- 
Court, account executive for Camp- 
bell-Mithun, Minneapolis . . . Marian 
Jaeger, director of fashion and home 
furnishings for Burke Dowling Adams 
. . . Harry P. Stitzlein, account ex- 
ecutive on the Goodyear Tire & Rub- 
ber account for Norman Malone Asso- 
ciates, Akron . . . Donald B. Kraft, 
v.p. and manager of Honig-Cooper's 
Seattle office . . . William R. Gillen, 
manager of BBDO's Chicago office. 
New at N. W. Ayer: James Eysler, 
to the copy department and John R. 
Lee to the service department, Phila- 
delphia; W. Keith Hafer, to the busi- 
ness development staff, Herbert J. 
Jacobs to the tv-radio art staff. New 
York; and Warren Abrams, to the 
service department, Chicago. 


The result of SRA's officer selec- 

Re-elected : Frank A. Headley, presi- 
dent; H. Preston Peters, vice presi- 
dent; Eugene Katz, treasurer. 

Newly elected: Richard O'Connell, 

New on the board: Joseph J. Weed, 
for three years; Lewis J. Avery, two 
years; and Robert Meeker, for a one- 
year term. 

John E. Pearson's San Francisco 
office has been realigned with the 
promotion of F. A. "Mike" Wurs- 
ter as manager. 

Wurster has been sales executive in 
Pearson's New York office. Previous- 
he was with BBDO and Kieswetter, 
Baker, Hagedorn & Smith. 

He succeeds as manager Martin 
Percival, who has resigned to take a 
position with McGavren-Quinn, New 

NBC Spot Sales has opened a New 
England division in Hartford, 

Conn. David Scott will manage the 
division office. 

Rep appointments: George P. Hol- 
lingbery for WJBF-TV, Augusta, Ga. 
. . . Dore-Pancoast, New York, Chi- 
cago and West Coast representative 
for WFEC-AM. Miami . . . McGavren- 
Quinn, national rep for KXOA, Sacra- 
mento . . . Foster and Creed, Bos- 
ton, for WDCR, Dartmouth College 
station. WDCR begins commercial op- 
eration on standard AM frequency on 
1 February . . . Edward Petrv for 
KOSI, Denver. 

New personnel : Dick Moran to the 

staff of John E. Pearson's new Des 
Moines office . . . Stephen A. Mach- 
cinski, Jr., executive v.p. of Adam 
Young. Machcinski has been general 
sales manager of radio-tv sales, and in 
his new position will devote all his 
time to supervising radio sales . . . 
Arthur O'Connor, to the New York 
office of Devney, Inc. . . . Irving Kirk, 
controller for Adam Young, New York 
. . . Howard S. Shepard, to the sales 
promotion and development staff of 
Harrington. Righter & Parsons. 


NAB's year-end roundup appraises 
1957 as the best year in radio's 

Some stand-out trends in the growth 
of radio: 

• Of 49 million homes, 48 million, 
or 96%, own radios. 

• Set ownership has climbed to 140 
million — a gain of 137% over the past 

• Radio homes spend over 2 hours 
a day with sets turned on. 

• This year 14 of the top 15 pre-tv 
net sponsors returned to network radio. 

• 1957 advertising expenditures are 
expected to show a 20% increase over 
1956, i.e. to reach $650 million over 
$571 for last year. 

• Stations on the air total 3100 
AM; 500 FM stations. 

The current trend to horror and 
shock programing is coming un- 
der the close scrutiny of NAB's 
Television Code Review Board. 

According to chairman William B. 
Quarton, subscribers may expect a 
firm stand by the board regarding the 
scheduling of such shows during hours 
when children may be watching. 

He warned that horror and shock 

4 JANUARY 1958 

programs are generally unacceptable 
for children's viewing hours and some 
horror shows might not be acceptable 
at any hour on tv. 

Scheduled for 1958: The Society 
of Motion Picture and Television En- 
gineers will hold its 83rd convention 
21 April at the Ambassador Hotel, 
L.A. Theme of the conclave: Films 
for Tv. 

Members of BPA's steering com- 
mittee for 1958: 

James Kiss, WPEN, Philadelphia; 
Gene Godt, WCCO-TV, Minneapolis; 
Dave Partridge, Westinghouse, New 
York; Bruce Wallace, WTMJ, Milwau- 
kee. Charles Wilson, WGN, Chicago, 
serves as chairman. 

The committee's function is to plan 
and develop activities and services for 
the association. 


NBC Spot Sales says a survey 
Pulse conducted for it explodes 
the "myth" that nighttime radio 
audiences are inferior in "qual- 
ity" to daytime audiences. 

The survey, involving a total of 
1,602 interviews in New York, Chi- 
cago and San Francisco, compared 
listening between 6-9 a.m. with listen- 
ing between 7 and 10 p.m. 

Some of the characteristics between 
morning and night audiences: 

• Upper income level: 25.4% vs. 

• Auto ownership: 77.4% vs. 75.3% 

• Tv set ownership: 93.2% vs. 

• Housewife 25-34 age group: 
30.6% vs. 30% 

• College attendance: 21.1% vs. 

• High school education: 53.2% vs. 

Pulse did an audience study of 
the 735,000 Puerto Ricans in New 
York for WHOM, Spanish Ian- 
guage station and among the find- 
ings were these: 

• Radio set ownership is 100% and 
tv set ownership, 79%. 

• Radio listening in homes is 29% 
at 7 a.m. and 30% at 7 p.m. 

• Spanish is spoken in almost 100% 
of homes, and both Spanish and Eng- 
lish in 67%. 

• Median age of the Puerto Rican 
population falls between 18 and 29, 

making it one of the youngest consum- 
er groups in the area. Average family 
size is 4.2 persons — higher than the 
New York average. 

• Median education level is eight 
years of elementary school. 28% have 
attended high school or college. 

• WHOM, with 12 hours of Span- 
ish programing daily, ranks first in 
listening in 46 of its 48 daily quarter- 
hours of Spanish broadcasting. 71.3% 
of the families tune in WHOM some 
time during the day. 

Western dramas are the highest 
rated group among half-hour tv 
shows this season, according to 

Their average rating: 28.1%. Quiz 
and audience participation shows come 
next with 27.1% — a 4-point gain over 
last year. 

A psychology professor at the Uni- 
versity of Michigan took issue with 
the idea that subliminal projec- 
tion will influence viewers through 
subconscious manipulation. 

The professor, Richard Blackwell, 
who directs UM's vision research labs, 

"I am not convinced that subliminal 
projection would be at all effective as 
an advertising technique. Ads we 
faintly see would have about the same 
effect as the ones that are obnoxiously 
visible. We would pay little or no at- 
tention to them once the novelty had 
worn off." 


Screen Gems, Ltd., European af- 
filiate of Screen Gems, Inc., is ex- 
panding its coverage of the Con- 
tinent and enlarging technical 
operations in its London head- 

The Paris office, slated to open 
shortly, will be supervised by John 
Cron. George Blaug, formerly with 
Columbia Pictures International, has 
joined the Paris office and will spend 
most of his time touring Europe. 

His first job will be a tabulation of 
over 800 feature films in preparation 
for increased feature distribution in 

Ziv has acquired the rights to 
story material based on the real- 
life adventures of Bat Masterson, 
great western hero. 

Production on the new series will 

start after 1 January. The program is 
being readied for fall showing. 

The series will be based on the clas- 
sic history of Masterson's exploits in 
Dodge City during the hectic '70's. 

Beth Drexler Brod has joined the 
news staff of SPONSOR and will 
specialize in covering the film 

Miss Brod was formerly with Tide 

About people: Pete Rogers, named 
sales manager of NTA's west coast 
division . . . James E. Perkins, to 

president of Paramount International 
Films, Inc. . . . Kenneth M. Flower 

appointed account executive of CBS 
TV Film Sales, San Francisco office. 


Most radio listeners will not tune 
out most types of music, even 
though they prefer certain types 
of music to others. 

So Dr. F. L. Whan, of Kansas State 
College found out in a recent survey 
of the attitude of Iowans toward radio. 

Adults said that rock-and-roll would 
be the type they'd most likely tune 
out, while teen-agers overwhelmingly 
said they'd thumb off classical and 
concert music. 

Only 6% of the girls and 9% of 
the boys said they'd listen to any kind 
of music. 

Ohio d.j.'s, don't look now, but 
there may be an internal revenue 
man peering over your shoulder. 

The Ohio Broadcasters Association 
has bulletinized its members to the ef- 
fect that since several states' d.j.'s are 
being "scrutinized" they ought to 

The 20% cabaret tax does not 
apply if the d.j. in a restaurant 
does nothing more than introduce 
records and read commercials. 

Essex Productions, whose princi- 
pal stockholder is Frank Sinatra, 
is awaiting FCC authorization for 
purchase to assume control of 
Mount Rainier Radio & Televi- 
sion Broadcasting Corp. 

The group now includes radio sta- 
tions KJR, Seattle, KLX, Portland, 
Ore., and KNEW, Spokane. 

Lestern M. Smith, president and 
general manager of Mount Rainier 


Broadcasting, will continue as general 
manager of the stations. 

The Triangle Stations' holiday 
gift to admen was a leather-bound 
"personal hook for executives." 

The 132-page item is loaded with 
useful and well-documented data per- 
taining to marketing, advertising and 
air media. 

A group headed by kenyon Brown 
and RAB's Kevin B. Sweeney is 
awaiting final FCC approval of 
their purchase of KFOX, Long 
Beach, Cal., from ihe Hogan 
Broadcasting Corp. 

Ira Laufer, will continue as gen- 
eral manager of the station under the 
new ownership. 

KOSI, Denver, has started construc- 
tion on its new $100,000 radio center 
that will house transmitter, studio and 
general offices. 

Occupancy is anticipated for 1 April, 

Public service: WJTN, Jamestown, 
N. Y., carried an editorial by its presi- 
dent, Si Goldman, on the annual deficit 
facing the Jamestown General Hospi- 
tal, an institution which serves three 
neighboring communities as well as 
Jamestown. As a result of his recom- 
mendation, the mayors of the four 
communities concerned have met to 
work out means whereby their villages 
can share in meeting the deficit. 

Satisfied advertiser: Charles A. 
Stevens Co., women's apparel store, 
has renewed its sponsorship of 
WMAQ's 15-minute Sunday night 
newscast for the 23rd consecutive 


• WTIX, New Orleans, has re 

ceived a Certificate of Achievement 
for its cooperation with the U.S. Army 
Recruiting Service. 

• WDRC, Hartford, Conn., has 
been praised for its promotion of 
highway saferj l>\ stale motor vehicle 
commissioner John J. Tynan. The let- 
ter reads: "(your station I has been 
mosl considerate ami generous of your 
time and support in making our state, 
not only a pleasant place in which to 
live, but a safe place in which to 

Stations with ideas: 

• WITH, Baltimore, is offering to 
its advertisers the services of a con- 
sumer panel for product testing and 
market information. 

The panel, made up of 500 Balti- 
more women, represents varying 
church groups, service organizations 
and economic and social backgrounds. 

Advertisers, to participate, must be 
recipients of a Community Club Award 
and include no competitive products in 
their test projects. Identity of the pan- 
el members is kept secret. 

• WRFM, New York, has originat- 
ed an audience letter campaign urging 
auto manufacturers to include FM ra- 
dios as standard car equipment. Seven- 
teen FM stations throughout the coun- 
try and United FM, Inc., L.A., have 
joined in the campaign. 

• Two promotion ideas by KGW, 
Portland, are being passed on by ABN 
to other affiliates. 

1) "Mystery Sounds," which is 
based on listener identification of 
three familiar household sounds, with 
a $1000 bill as first prize. 

2) "Around the Clock," which in- 
vites listeners to guess when an alarm 
clock will ring on each of 24 days. 
With a U.S. vacation trip for two as 
the prize. This one pulled 21,000 en- 

Withdrawal of affiliation: WJW- 
AM, Cleveland, on 29 December can- 
celled its affiliation with ABN to go 

Realignment: The McLendon 
Corp. this week reshuffled its ex- 
ecutives in this fashion: 

W. S. Morgan returns as v.p. and 
general manager of KLIF, Dallas; 
Dale Drake becomes v.p. in charge 
of national sales for all Texas Trian- 
gle stations; Buddy McGregor fills 
the new post of director of production. 

Additionally: Phil Page moves 
to program director for KEEL, Shreve- 
port; Gene Edwards returns to KILT, 
Houston, in a program capacity. 

They've been promoted: Harley 
Lucas, WCUE, Akron, and John 
Crohan, WICE, Providence, R. I., 
now v.p.'s of the Elliot Stations . . . 
Robert M. Lambe, v.p. in charge of 
sales, and John C. Peffer, v.p. in 
charge of operations for WTAR Radio 
Corp., WTAR AM-TV, Norfolk, Va. 

Here's where they are now: Au- 
brey Morris, to the news staff of 
WSB, Atlanta . . . Dwayne Burk, an- 
nouncer-engineer for KIMA, Yakima 
. . .Joe Bossard, national director of 
merchandising for KCBQ, San Diego 
. . . "Gil" Paltridge, station man- 
ager for KGO, San Francisco . . . Alex 
M. Victor, director of sales promo- 
tion for KMLA, L.A. . . . Robert B. 
Martin, program director of WJBK. 
Detroit ... J. Vincent Callahan, 
v.p. in charge of national sales for 
WHAY, New Britain, Conn Rob- 
ert Bullock, chief engineer for Don 
Lee Broadcasting . . . Chris Lane, 
program director for KAKC, Tulsa . . . 
Charles A. Butts, supervisor of FM 
sales for WBZ-FM, Boston. 

People in new places: Duane Mod- 
row, promotion manager for KMA, 
Shenandoah, Iowa . . . Charles R. 
Thon, general manager for WEEX 
AM-FM, Easton, Pa. . . . Clarence 
(Bud) L. Waggoner, general sales 
manager for WSIX, Nashville . . . 
Thurston Holmes, account executive 
for XEAK, San Diego . . . G. (Dan) 
Poag, account executive for WLOK, 
Memphis . . . Dave Dary, news di- 
rector for KWFT, Wichita Falls, Tex. 
. . . Homer Cunningham, program 
director for KWFT, Wichita Falls, Tex. 

New staffers at KEEP, Twin Falls, 
Idaho : Lenny Hesterman, program 
director; Dick Spry, continuity di- 
rector; Mel Evans, production man- 
ager; Wayne Douglas, national-re- 
gional sales director and sports direc- 
tor; Dave Hilty, local sales manager; 
Lew Holder, morning d.j.; Zita 
Roache, bookkeeper; Walt Snow, 
chief engineer. 


The FCC's year-end report high- 
lighted these developments: 

• There are outstanding more than 
650 commercial tv authorizations, over 
100 translator permits and over 50 
permits for educational tv stations. 

• There were more than 700 FM 
station authorizations, the first nu- 
merical FM increase in 9 years. 

• The FCC again complains that its 
workload has greatly increased in re- 
cent years with no increase in man- 
power. It wants Congress to extend 
the license period from 3 to 5 years 
and also wants the Communications 


Act changed so as to eliminate many 

"red tape" hearings which serve only 

to permit interested parties to delay 


Other business before the FCC: 

• Approval has been asked for a 
transfer of stock interests of the M & 
M Broadcasting Co., owners and op- 
erators of WMBV-TV and WMAM, 
Miami, to the Superior Evening Tele- 
gram Company of Superior, Wiscon- 

• Permission has been granted to 
Carolina Broadcasting Co., Greenville, 
for purchase of half interest in WMFD, 

Station doings: 

• KOLO-TV, Reno, drew thou- 
sands of San Franciscans into Reno to 
view the 49ers-Detroit pro football 
telecast which was blacked out of the 
Bay tv area on 22 December. 

• KDKA-TV, Pittsburgh, showed 
the first films ever taken of a Pennsyl- 
vania court trial. The presiding judge 
and the defendant gave permission for 
the filming of a murder trial in Clarion 
County to which no other news pho- 
tographers were admitted. 

In the public service: 

• KOOL AM-TV, Reno, has been 
running a series of 5-minute editorials 
explaining the evils of pay tv to its 
audience. It has also formed a speak- 
ers bureau composed of station execu- 
tives who are ready and able to speak 
on the subject at any time. 

• WLW-D, Dayton, Ohio, is pre- 
senting Science Everywhere, a new 
Saturday morning series of science 
programs for elementary school chil- 
dren. So far over 37,000 study sheets 
have been distributed to 1,000 teach- 
ers for use in follow-up work in their 

Anniversaries : 

• WTMJ-TV, Milwaukee, last 
month celebrated its 10th year of 
broadcasting. It was the eleventh tv 
station in the nation to go on the air. 

• KTVA, Anchorage, Alaska, has 
celebrated its fourth year on the air in 
December. It is Alaska's pioneer com- 
mercial tv station. 

New net affiliations: WBOY-TV, 

Clarksburg, W. Va., has become a 
secondary interconnected affiliate with 
CBS . . . WLBR-TV, Lebanon, Pa., 
becomes the fifth Triangle station to 
join ABC-TV. 

Station applications: Four applica- 
tions for new stations were filed be- 
tween 9 and 14 December. The appli- 

• Southwestern Publishing Co., Fort 
Smith, Ark., for Channel 9, Hot 
Springs, 306-kw visual, with tower 
679-ft. above av. terrain, plant $432,- 
000, yearly operating, $244,400. 

• Moline Television Corp., Moline, 
111., for Channel 8, 316-kw visual, with 
tower 1,000-ft, above average terrain, 
plant $782,441, yearly operating, 

• Public Service Broadcasting, Rock 
Island, 111., for Channel 8, Moline, 316- 
kw visual, with tower 1,000-ft. above 
av. terrain, plant, $1,015,796, yearly 
operating, $975,000. 

• David P. Pinkston & Leroy El- 
more, as Western Television Co., Lub- 
bock, Tex., for Channel 5, 20.4-kw 
visual, with tower 361-ft. above av. 
terrain, plant, $163,526, yearly oper- 
ating, $250,000. 

Between 16 and 21 December: 

• Bay Area Telecasting Corp., St. 
Petersburg, for Channel 10, 316-kw 
visual, with tower 1036-ft. above aver- 
age terrain, plant, $1,100,000, yearly 
operating, $1,300,000. 

Tv tower notations: 


Philadelphia, have combined to raise 
the highest tv antenna (1369 feet above 
sea level) in the middle Atlantic states. 
It will serve 2 million tv homes in the 

• WTEN, Capital Cities' new sta- 
tion serving Albany, Schenectady, 
Troy and Pittsfield, Mass., boasts a 
1356 foot antenna, second in height 
only to the Empire State Building. 

They're new on the job : Ralph L. 
Atlass, v.p.-Chicago for Westinghouse 
. . . Ralph Renick, v.p. in charge of 
news for WTVJ, Miami, Fla. . . . 
Clark Pollock, program director, 
George Hutchins, operations man- 
ager, and John L. Schambow, pro- 
motion manager for K VTV, Sioux 
City, la. . . . Ted Snider, tv program 
director for WTCN-TV, Minneapolis 
. . . Tony Kraemer, audience pro- 
motion manager and Michael Lan- 
non, sales promotion manager for 
WRCA AM-TV, New York . . . Bob 
Stephenson, to the news staff of 
KTRK-TV, Houston . . . Al Cunning- 
ham, staff artist, Fred Grise, lab 
technician-staff photographer, James 

Burris and Lou Epton, production 
assistants for WMBD-TV, Peoria. 

Frank M. Smith, president of Capi- 
tal Cities Television Corp., Albany, 
New York . . . Elmer Cartwright, to 
the sales force of WSM, Nashville, 
Tenn. . . . Edwin R. Gorby, traffic 
manager for WBOY-TV, Clarksburg, 
W. Va. . . . Gene Wike, to the cam- 
era, announcing and studio produc- 
tion staff of KIMA-TV, Yakima, Wash. 
. . . John E. Barrett, sales manager 
for KFRE-TV, Fresno . . . Russell 
McElwee, manager of local and re- 
gional sales for WSOC-TV, Charlotte, 
N. Car. . . . Curt Sorbo, station man- 
ager for WMOT-TV, Minot, N. Dak. 
. . . Juanita Wilcox Mitchell, re- 
joining WLW-C, Columbus, as film 


International Survey's latest com- 
pilation of listening and viewing 
habits in Canada and its two ma- 
jor provinces include these high- 
lights : 

1) The number of hours spent lis- 
tening to radio per day: 


All Canada 3.00 hours 

Quebec 3.37 hours 


2.06 hours 


All Canada 2.00 hours 

Quebec 2.36 hours 

Ontario 1.30 hours 

2) The number of hours Canadian 

tv homes spend viewing tv show per 


All Canada • 4.20 hours 

Quebec 4.46 hours 

Ontario 5.12 hours 

The pre-Christmas telethon of 
CKSO AM-TV, Sudbury, Ont., did 
exceptionally well this year. 

With the help of a local chapter of 
the Barber Shop Singers, the stations 
collected over $10,000 in cash plus 
about $1,000 in toys. 

The donations were distributed in 
the form of food and toy packages to 
about 3,000 children. 

Canadian personnel moves: E. J. 
Gardner, v.p., creative director of 
McKim Advertising in Toronto . . . 
J. Paul Moore, media director of 
Needham, Lewis & Brorbv. ^ 



i Continued from page 32) 

McCann, of course, is aol the firs! 
agency in the world to have program- 
ing problems. Nor is it the firsl to 
be thrown on its mettle to prove how 
it- creative people can pull chestnuts 
out of the fire. In MrCann's case 
working over the shows would have 
been necessar) anyway because the 
shows were new and. to a certain 
extent, experimental. 

In the case of the Sinatra show. Ale. 
('ami's most serious problem, the job 
entailed negotiations with a performer 
whose difficult] to work with is legend- 
ary . This job fell on the shoulders 
of Clyne, top man on the account, a 
business friend of Sinatra for some 
years, and the man who recommended 
the show in the first place. Liggett & 
Myers people credit Clyne with a 
masterful job of convincing Sinatra to 
junk a Dumber of program plans, limit 
his other work while producing the 
show and offering a schedule of two 
live musical shows out of three, start- 
ing 3 January. Guest starts will in- 
clude Dinah Shore. Rosemary Clooney. 
Tony Curtis and Louis Prima. 

McCann, which produces Club Oasis, 
has been working along the lines of 
building up a repertory of stars who 
click on the show (and are available). 
Jiimm Durante and Dean Martin are 
among those who clicked and who will 
be repeated. Added starters for 1958 
include Sinatra. And\ Griffith, Phil 
Harris. Ka\e Starr. Keely Smith and 
Jo Stafford. 

As for the Eddie Fisher show, its 
Nielsen average audience and Trendex 
have been running around 17 to 18. 
which Clyne says is average for night- 
time network tv. It has beaten CBS 
consistently and is giving trouble to 
Sugarfoot and Wyatt Earp. It had 
been handicapped by a weak lead-in 
from Nat Cole but the singer has been 
replaced by Treasure Hunt in a recent 
move which was designed to lend 
strength to the evening's lineup. 

McCann's image: The emphasis on 
creative responsibility and the creative 
man is quite noticeable at McCann. 
Harper's sentences fairly bristle with 
the terms. Since McCann has a repu- 
tation on the outside as a strong re- 
search agency, it appears that McCann 

Take off that gray 

You can't even loot like Madison 
Avenue anymore. Why, every other 
buyer in the business is snapping 
up this Cascade buy. Where ya been, 
Smidley? This Cascade is tremendous. 
An exclusive billion-dollar television 
market — the biggest single buy in 
the West and getting bigger every day. 

Let's get a bundle o 

it, Smid, 





is trying to balance the scales so far as 
its own corporate image is concerned. 

\\ hether McCann is stronger in re- 
search or the creative side or whether 
it has found the happy balance, one 
thing is certain: There is nothing hap- 
hazard about McCann-Erickson. It is 
reflective, self-critical and highly or- 
ganized. It probes and then probes 
its own probing. Indicative of Harper's 
feeling that McCann people must con- 
stantly learn and constantly improve 
is the recently set up Marketing Com- 
munications Workshop, which occu- 
pies the entire 30th floor at the home 
office's new quarters at 485 Lexington 
Ave. in New York City. 

The workshop is a training center 
for new people but also the scene of 
a group of seminars (called "egghead 
sessions" by McCann people) where 
representatives of various agency de- 
partments discuss key advertising 
problems and attempt to develop some 
kind of picture of what advertising will 
look like. For example. Haight, Lance 
Lindquist, one of the two associate 
directors under Haight, and Mary 
Harris, director of program services, 
are involved in a seminar on televi- 
sion's future role in marketing. 

There are seven people in all in the 
group. Besides the tv-radio representa- 
tives, there is a representative from 
the account service department, one 
from media, one from research and 
one from the creative (copywriting) 

"We started off discussing where tv 
is today," Lindquist explained. "I 
think the last time we talked about 
how many tv stations there might be 
in 10 years. We've covered a lot of 
ground. We talked about the future 
of the networks, whether networks 
would continue as program producers, 
whether agencies would be forced into 
production, whether agencies would 
want to be forced into production, 
even whether there would be any net- 
works at all." 

The conclusions of this and other 
seminars are tentative at present. But 
there is no pressure to come up with 
answers for a deadline. "Maybe we'll 
have answers in two years," Lindquist 

Satellites: If ad agencies move into 
production, it may well be that Mc- 
Cann's proliferative tendencies may 


point the way. Among the affiliated 
companies of McCann-Erickson is Mc- 
Gowan Productions, a tv film produc- 
tion firm which has been quietly turn- 
ing out Death Valley Days and Sky 
King for U. S. Borax and Nabisco, 
respectively, both McCann clients. 

It is not the intention of McCann to 
use McGowan Productions solely as a 
production firm for McCann clients. 
Following the pattern set down by 
other McCann affiliates, McGowan 
Productions is a company set up to 
make a profit on its own — though Mc- 
Cann clients will get first crack at 
McGowan shows. 

McGowan has turned out two pilots. 
The Sheriff, made two years ago, was 
junked. It's latest, Snow Fire, a pro- 
jected series about a talking white 
horse and a little girl who is the only 
one who can understand the animal, 
is reportedly ready for viewing by 
McCann network tv clients. 

McCann is also in the tv film com- 
mercial business. Its LaBrea Produc- 
tions, located in Los Angeles, like 
McGowan Productions, is working for 
a list of advertisers 70% of which 
are McCann clients. Both production 
outfits are now under Clyne's super- 

Though both firms are primarily 
money-making outfits, they offer ex- 
cellent opportunities in other direc- 
tions. For one thing, they provide 
McCann with a ready-made yardstick 
to evaluate the costs of programs and 
commercials made by others. Mc- 
Gowan Productions also provides the 
kind of programing control other 
agencies dream about. 

More familiar to the ad world are 
McCann's three counseling firms, Mar- 
ket Planning Corp., Communications 
Counselors, Inc and Sales Communica- 
tions, Inc. They are solid evidence of 
McCann's desire to master all the 
communications problems of business. 

What actuates McCann's prolifera- 
tive tendencies? The profit motive, 
surely. No business so intent on help- 
ing its clients turn a dollar can be 
indifferent to taking in more than it 

But that doesn't explain the uncon- 
ventional approach. Perhaps it can be 
summed up by saying that with some 
people the pioneering drive can't be 
contained. ^ 


...have the BUYING POWER 
and the INFLUENCE! 

. . . and in SH REV E PORT, women watch 

Channel 3, KTBS-TV 

Weekdays, Monday thru Friday . . . 

(according to these rated quarter-hours 
from the new Nov. 1957 ARB Survey) 

Breakfast finished . . . and the kids 

off to school . . . then a 
morning of good viewing . . 

— and Channel 3 
WINS 44 to 5 

Lunch dishes done and they watch 
all afternoon, 'til it's 
time to start dinner . . . 

— and Channel 3 
WINS* 61 to 7 

Chan. 3 Sta. B 


30 3 





00 5 



15 5 
30 5 


45 5 
00 5 
15 5 


30 ' 

11.45 3 



Sta. B 





































While Mom cooks dinner, the kids 
choose their own programs . . . 

"an. 3 sta.~B — an( j Channel 3 

4:30-5:00 10 

WINS* 16 to 4 

Nov. 1957 ARB Metro Shreveport Survey 




E. NEWTON WRAY, Pres. and Gen. Mgr. 

See your nearest Petry Man tor complete details and availabilies. 

4 JANUARY 1958 

we deliver 
like this* 
for 31c 


luch prettier, actually, from a sponsor's point of view, because 
these ladies buy! And at WVNJ you can talk to a thousand 
of them (and their families) for one minute at a cost of only 31c. 
Same rate for men, too. 

Most advertisers know that the New WVNJ has more listeners 
than any other radio station broadcasting from New Jersey, 
a matter of fact — almost twice as many as the next 2 
largest combined.* 

•Source — Hooperatings Jan. — Feb. — New Jersey 

Most advertisers know the quality of this audience — for the new 
programming concept of playing only Great Albums of 
Music has brought the station thousands of new and potentially 
better buyers than ever before. 

Most advertisers know, too, that WVNJ delivers this audience 
at less cost per thousand than any other radio station not 
only in Jersey but in the entire metropolitan area as well. 
That's why WVNJ is the hottest radio station in the New 
Jersey market — bar none. Get the facts and you'll 
make WVNJ part of your advertising day. 


Newark, New Jersey 

Radio Station of the Newark Evening News 

4 JANUARY 1958 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


4 JANUARY, 1958 

Copyright 1958 

This year should see the beginnings, but by no means the end, of proceed- 
ings which will change the ground rules for TV networks. 

How great the changes may be is a matter for pure speculation, but it appears certain 
lhat new limitations will be adopted governing network methods of operation. 

The report of the FCC's network study group under the chairmanship of Dean Roscoe 
Barrow will form the basis of whatever action is taken, despite the fact that the seven FCC 
commissioners will subscribe to relatively few of the recommendations. 

These are some of the prospects for 1958: 

• Congress will sidestep actual legislation — such as the Bricker (R., Ohio) bill calling for 
FCC regulation of networks. The various Congressional committees concerned will likely 
wait to see what action the Commission takes. 

'rulemaking proceedings," 

Commission action will probably consist of long-drawn-out 
which will probably be put into action during this year. 

• Network "must buy" and option time policies will be prime prospects for such proceed- 
ings, in which the FCC will propose changing the rules or instituting new rules. 

• The majority of commissioners will not, it now appears, be enthusiastic about chang- 
ing the rules for networks. (But the FCC has the Department of Justice, plus several Con- 
gressional committees, looking over the old shoulder. If the FCC doesn't at least start pro- 
ceedings in a few directions, then action could come from other sources.) 

• The Barrow report will be filed by the FCC with the Senate and House Commerce 
Committees early in January, with a notation that the Commission has been unable to come 
to conclusions about the Barrow recommendations, and will need time for further study. 

In the event the FCC seeks to hold off too long, the Senate Commerce Committee is 
quite likely to hail the Commissioners down for questioning on the Barrow report and on 
what they intend to do about it. 

The Barrow report, it may be recalled, was not complete. Lacking were recommenda- 
tions on programing and talent. When these are finally completed, it is said that they will 
look with disfavor on network control of programing and talent to the present extent. 

• Pay-tv on a broadcast basis appears pretty well set for the FCC-authorized trial some- 
time this year. 

Neither Congressional Committee with jurisdiction (the respective Commerce Commit- 
tees) seems able to muster enough strength to hold off such a trial. The FCC set March 1 
as the date when it will first consider applications, in order to give Congress time to for- 
bid the tests. But action appears to be doubtful. 

• The probe of the year in this field will be conducted by the Moulder (D., Mo.) subcom- 
mittee, which will look into the way in which government regulatory agencies are adminis- 
tering the laws under their jurisdictions. 

FTC will have to explain how it regulates ad practices and the FCC will be quizzed 
most strongly on whether it has any qualifications for awarding of station permits which 
it follows with any degree of reliabilitv, or whether political and other influences sometimes 
enter into competitive cases. 

( See News Wrap-Up, page 69, for notes on FCC year-end report. ) 


a*d qm^ BETTER! 

The five Triangle Television Stations 
are NUMBER ONE in their coverage 
areas! And their margin of superiority 
is GROWING each day! 

Operated by: Radio and Television Div. / Triangle Publications, Inc. / 4-6th & Market Sts., Philadelphia 39, 
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg,' 
WFBG-AM • TV, Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Hartford- New Haven, Conn. / WLBR-TV, Lebanon-Laneastefr 
Triangle National Sales Office, 485 Lexington Avenue, New York 17, New Y<<" 
Blair-TV: WFIL-TV • WNBF-TV • WFBG-TV / Blair Television Associates: WLBR-TV / The Katz Agency: WNHC* 

4 JANUARY 1958 

Lwfe at the k&wi/L: 

F I l_ - TV 


: ;j rniLMt/tLr i ii/^s, jz.ry>. __ _ 

Last year- 26 4% MORE quar-.. 

W N H 

C - TV 

Jtejr^ojir firsts 2„„P,M.jto jsjgi^gff. 


„M9.!l^jiyrPrJ.^yAJ^.^-_2nd station; 

223.$% MORE than 3rd station. 

„Th$^.fyear—MQI$E. . ay. die n ce Jthan... 

Last yfear— Delivered 52% MORE 

?t_„. t wo.., Istat i o n s 
COMBiNED, sig|n-on to sign-off, 

^iiy[^te!^..J5tayon i_Jn L JP h.!|adje.l phi a. 

s . e .y e .D„.i a ysAJwe4k 



r — With an additional !! 



on„.the_a|r WNHC4TV de r 

\mei&.j§3>9% MORE audience than 

2nd station; 202.0% MORE than 




3rd station; 1811.6% MO$E than 

4th station 


J^®ji*!!.~X9.P. rMlngs from 

S c ra n to n to Sy rac use . 
JThi^ljreai!— x 4%... 

W L B R -T V 


...?^^?^..r^' n gL.SEVEN NIGHTS A 

Last year— Station not on the air. 


This year— First UHF station to 


w f b g - t v 

Last year — Only station fror 


sb|U rgh to Harr isb u rg carry 




NUMBER ONE UHF Market-and 


at a f raction of the cost of nearest 


Th is year- 24.2% MORE audi- 

ence — throughout area — than near- 

^oj^pet'tpr, SIGN-ON to SIGN- 


..H.9y.?.n(....T. ( ?l9.!.... 

ARB," Altoona, 


A round-up of trade talks, 
trends and tips for admen 


4 JANUARY, 1958 

Copyright 1 958 

General Motoi-8 moves into 1958 without completing its search for a tv "czar." 

Latest trade "name" rumored to have been approached by Jack Van Volkenburg, 

retired CBS TV president. 

Referring to 1957's record turnover of accounts, a Madison Avenue veteran re- 
marked this week: 

"The situation looks to me like the early '30s. Companies found it easier at that time 
to change agencies than change the ad manager." 

Prudential's 20th Century series on CBS TV has become associated with a 
special type of marksmanship: Shooting horses off the air. 

One of the steeds romping opposite Prudential's show was Trigger of Roy Rogers 
fame; the other was Flicka, of My Friend Flicka. 
Both departed. 

Something discovered by CBS TV salesmen may serve as a handy tip for their 
brotherhood: The chances of selling a daytime personality show to an advertiser 
are sharpened if you bring a projector and kine of the program. 

The average sponsor isn't in the habit of watching daytime fare; so a pitch becomes 
more real to him if he can get a glimpse of the show in action. 

Here's a sure way girl tv personalities can upset an account executive when at- 
tending a formal luncheon in the sponsor's Wall Street oak-paneled dining-room: Insist on 
wearing dark glasses. 

The agencyman on a giant banking account — -who suffered through this — pleaded that 
this "Hollywood touch" might be off key in such surroundings. 

But the personality, who dishes out chatter on a New York station, waved the protest 
aside as "oldhat." 

It's fairly easy to recall the hit shows of radio's heydey, but do you remember 
any of its memorable flops? 

SPONSOR HEARS checked the memories of oldtime Madison Avenue programers, and 
the show most mentioned was the costly The Circle. It was sponsored by Kellogg 
and included among the exchangers of wit and wisdom Ronald Colman and Noel Coward. 

Did you ever hear of an agency penalizing a rep because one of his stations 
wouldn't take the agency's schedule? 

That's just what happened this week. The agency bluntly told the rep: If our business 
isn't good enough for one of your stations, then it doesn't belong on any of your 

The rep's protests ;v>t him nowhere. 

Some months ago the same agency canceled all its placements with a rep be- 
cause one of his stations complained about delayed payments. 

4 JANUARY 1958 






Both WCUE, Akron, and WICE, Providence- 
broadcasting more news ... more music — 
more often — are now represented nationally 
by Avery- Knodel, Inc. 

m/m/ ■ «; <5 delivers more listeners per dollar than any other 
medium in Providence. Fastest growing station in the rich 
Providence area— 955,000 population, 305,000 radio homes. 
Aggressive new management . . . and popular programming . . . 
have made WICE your best buy in this booming market! 


consistently gn 

listeners per dollar 

throughout the great majority of the day than any other Akron 
station. Up-to-the-minute and on-the-spot news, too. WCUE's 
1,000 watts of well-programmed power sell to a market of 
247,888 radio homes (NCS #2). 

Both stations now represented by . . . 






4 JANUARY 195o 



TV Movie-ers 

At 10:45 every Monday-thru-Friday 
night and at 10:30 on Saturdays and 
Sundays, THEATRE 4 comes on strong 
with another outstanding feature film. 

Channel 4's 10:30 (M-F) News-Sports- 
Weather is the perfect attraction to 
hold viewers on WWL-TV. 

THEATRE 4 is the watchable night movie 
in New Orleans. Your Katz Representa- 
tive has the specifics for spot sales. Or 
call Howard Summerville or Harry 
Stone at Express 4444, New Orleans. 



(Continued from page 36) 

and clean up everything after it — oh 
no ... all you gotta do now is boil 
some water and add after-dinner 
Martinson's Jomar Instant Espresso 
coffee — you'll love it." 

The "after-dinner" theme is hit hard 
to educate consumers to the use of 
espresso, a fairly new wrinkle in Amer- 
ican coffee-drinking habits. In this 
education area. Jomar benefited some- 
what from a campaign carried by 
Savarin's Medaglia d'Oro during the 
past few years. This is a regular es- 
presso. The only instant espresso com- 
petition faced by Jomar is from Ehler's, 
another regional coffee producer. 

While punching home the copy 
points to educate consumers on espres- 
so use, and the ease of Jomar's instant 
variety, the commercial has the ex- 
traordinary quality of sounding like a 
record that might be purchased for 
home hi-fi enjoyment. 

Miss Bailey's easy, swing-tempo de- 
livery is probably most responsible for 
this, but North also credits George 
Nelson's methods. Nelson flew to Las 
Vegas to record Miss Bailey in the 
small hours of the morning following 
her appearance at one of Vegas' pleas- 
ure palaces. 

"The recording was done in a small 
studio, and Miss Bailey brought along 
her own combo — the same one she 
used on her club date," says North. 
"The fact that the musicians were so 
familiar with Pearl's delivery style un- 
doubtedly contributed to the e.t.'s ef- 
fectiveness, Martinson's ad director 
told SPONSOR. 

The clincher brainstorm for the 
commercial the 'direct from Cafe 
Espresso' bit — is credited to North by 
board chairman Martinson. The an- 
nouncer's introduction and the night 
club atmosphere sounds were added 
by Nelson back in New York City after 
Martinson's executives heard the Las 
Vegas recording. "The whole mood of 
the thing lent itself beautifully to this 
treatment, and Dave spotted it," says 

For Jomar espresso introduction, 
Martinson's capitalizes on the heavy 
romance-language population in the 
New ^ ork market. 

"This is, in essence, an 'A' and 'B' 
radio campaign." says Mrs. Ruth 
Branch, tv/radio manager at Al Paul 
Lefton. "The 'A' campaign is carried 
on one Spanish (WWRL) and one 

4 JANUARY 1958 

Roy McMillan, right. WSB Radio Farm Director, receiin 
D W Clanton, A & P official H L Wingate, center. 

Georgia Farm Bureau Federation award from 
; immediate past president of the Federation 

For outstanding service to Georgia agriculture 

Georgia Farm Bureau Federation award 
again goes to WSB Radio 


This 1957 trophy is the second to be awarded WSB Radio by the Federation 
in recognition of the station's progressive and active farm programming for 
the betterment of Georgia farmers and farming. 

It is another laurel to be added to the scores already earned by WSB 
Radio throughout 36 years of broadcasting in the public interest. No other 
Georgia radio station — or economical combination of Georgia stations — gives 
advertisers an audience as large and loyal as does Atlanta's WSB Radio. 

Affiliated with The Atlanta Journal-Constitution NBC affiliate Represented by Edw. Retry & Co. 

4 JANUARY 1958 

Italian i\\()\ i station to reach tht 
audience that already knows, through 
I ackground, about espresso. The 'B' 
i- a general frequency campaign for 
introduction and is carried by seven 
New York area stations (WQXR, 
WRCA). In the New York area about 
133 anouncements are aired per week; 
about 50 of these are on the foreign 
language outlets. Live commercials 
are used on these stations to avoid 
special recording costs. Also, the live 
messages gain the advantage of a sta- 
tion personality's identification with 

th product, a major factor in foreign 
language markets. 

Times used are primarily from 6:00 
to 10:00 a.m. These reach the working 
girl and male audiences before they 
leave for work. "Coffee is one of the 
household items where the man usuall\ 
has a definite, stated brand prefer- 
ence," says Misch. "If he doesn't like 
your brand he can negate its use in 
his home — and that's it, you're sunk." 
the adman says. 

What's the importance of the work- 
ing girl audience? "We want to reach 
these women because their time is 

I've Staked a Claim in Texas 

To m\ friends over the country, I am mighty proud to an- 
nounce our purchase of Radio Station K.WFT, Wichita Falls. 
I exas. 

I have wanted this station lor twenty years. Its 5KW coverag* 
is a phenomenon ol the industry. K.WFT lias one of the 
choicest locations in the nation — probably THE choicest — 
with respect to ground conductivity. This, with 620 frequency, 
gives us a I 'J. \IV i .ul ins aveia-inn L'.">0 miles . . . in the rich 


You'll be- heai in- more from me — plenty more! In the- mean- 
time, keep me in mind, won't you? 

Hen I.uch 

LOW President and General Managei 




kt --Wichita Falls, Texas 

limited — tlie\ are a perfect target for 
instant espresso commercials," explains 

In much of its timebuying, Martin- 
son's bought into top-rated, qualitv 
shows that had the double-edged effec- 
tiveness of reaching large audiences 
and provided a good background for 
the Martinson's Jomar name. Among 
these: Klavan & Finch on WNEW, 
Dorothy & Dick on WOR. Gaslight 
Review on WPAT and Pulse on 

The same approach held in 1955 
when radio was used to advertise the 
first Jomar Instant. "We ran 200-300 
announcements a week during that 
campaign. " Mrs. Branch said. 

Commercials for the Jomar Instant 
introduction also were offbeat. I he\ 
were jingles done in a Gilbert iv Sulli- 
van style and purportedh sun- b) "a 
busy housewife," "a busy business 
girl" and a "busy businessman." All 
of them sold the speed and ease of 
Jomar, along with flavor and the 
Martinson's name. The latter copy 
point represented the firm's first try at 
the marketing of a new product via 
free-riding on the company's well- 
established name. 

Radio also is used for Martinson's 
vacuum pack regular coffee. Commer- 
cials again are unusual. The) feature 
Dwight Fiske. super-sophisticated cafe 
singer-pianist of years standing in the 
New York area. The sales messages 
capitalize on Fiske's reputation as a 
singer of clever, but saucy songs and 
are sexily suggestive. Main sales 
theme: "economize with the best. ' 

The company claims that research 
has proved that its coffee is more 
economical than others, despite higher 
price, because it takes less to make 
an equal amount of coffee of corre- 
sponding strength. A New York sum- 
mer campaign for Martinson's this 
vear included 50 announcements per 
week on five stations. 

Schedule versatility is maintained by 
Martinson's in its radio advertising. 
"We change plans frequently to get 
the best buys, or to switch from, for 
example, Jomar Instant commercials to 
Martinson's," says adman North. 

How much merchandising does the 
coffee companj seek from the station? 
Here's the view of board chairman 
Martinson: "Today's stations have be- 
come very important as a selling in- 
strument — the station that goes out of 
the straight broadcasting activity and 
enters into active selling for its adver- 

1 j wi \m L951 

tiser will do best.'' 

"We seek station help for sampling 
to consumers and mailings to retailers 
and chains," says North. Martinson 
termed the present roster of stations as 
"pretty good" in cooperating with 
merchandising plans. 

What about tv? "Yes, we tried some 
tv back in 1955," says board chairman 
Martinson. "But we sat down and 
figured things out and found it was 
costing us $120 a second for a local 
spot between two big network shows. 
On our present budget, we decided, 
right then, to stick with radio." 

Other advertising: Magazine ads are 
primarily devoted to Jomar Instant 
and Jomar Instant Espresso. A clever, 
flying-man character is carried in the 
instant ads to project the speed of the 
product. Magazines used are, of 
course, limited to local publications. 
In New York, these include New 
Yorker, Cue, theater and opera Play- 
bills, and the Sunday magazine section 
of the New York Times, as well as 
This Week. "We also use some super- 
market magazines where we can select 
the chains we'll hit," Misch said. 

In outdoor, North told SPONSOR, 
"we're in the process of ringing New 
York with painted spectaculars to 
push Jomar. The signs will cover all 
the major transportation routes to the 
city." Prime feature will be Jomar's 
flying man, dressed either as a rail- 
road conductor or a bus driver. He'll 
display a king-size electric clock; the 
copy line reads "time to switch to 
real coffee flavor. 

"We hope that commuters will start 
checking the time at the Jomar signs," 
says North. The campaign is slated 
to run for three years and costs will 
run about $5,500 a month. 

Community relations: Martinson's 
has an annual community relations 
program "that's worth a fortune to 
us in publicity, and costs under $20,- 
000 to carry out," the company ad 
director told sponsor. "We serve 
coffee, free of charge, during the holi- 
day season to motorists in over 80 
towns and cities in Martinson's north- 
east U.S. marketing area." 

Conducted to help reduce accidents 
during the annual heavy-drinking sea- 
son, the campaign gets full support 
from local police departments, churches 
and other organizations. Radio stations 
cooperate with spot announcements. ^ 



With these WKLO Air Salesmen 
you reach the heart-strings 
that control the purse-strings 
of Rich Kentuckiana. 
May we tell you more about 
their Proof Positive 
(PROFITABLE) Performance? 

Ask Bill Spencer, Manager, or Your JOHN BLAIR MAN 

4 JANUARY 1958 



An army of extra sensitive ears 
works at SPONSOR to keep you 
in front of the industry and 
the industry in front of you. 

SPONSOR is the listening post 
of thousands of successful 
executives all over America 
because its very publishing 
concept (of news in brief and 
observation* in depth) has made 
it the most widely read, widely 
quoted and the best respected 
publication in the entire 
broadcast field. 

That's why men who plan 
their future read SPONSOR — 
at home. You should, too. 
Give it your unhurried time 
and it will give you so much 
more in return. One idea will 
pay you back a thousand fold. 

Now — for less than a penny 
a day — just S3. 00 a year — 
you can have 52 issues of 
SPONSOR delivered to your 
home. Try it on this 
money back guarantee. 

Onlj gift subscriptions for ad- 
- "i agencies are eligible. 


40 East 49 St., New York 17, N. Y. 

I'll toke a years subscription of SPONSOR. 

You guarantee full refund any time I'm 

not satisfied. 




B.ll rr 

a Bill 

Tv and radio 

Harry W. Bennett, Jr. lias been appoint- 
ed senior vice president and chief adminis- 
trative officer of the New York office of 
The Joseph Katz Co. He conies to Katz 
from Bryan Houston. Inc.. where he was 
executive vice president, administrator and 
account supervisor. Bennett was previous- 
ly director of advertising and sales promo- 
tion for the food division of Lever Bros. 
and account supervisor at the Complon Agencj for the Procter & 
Gamble account. Joseph Katz. president of the company, also an- 
nounced the appointment of Charles W. Shugert as vice president 
and director of marketing. He joins the Katz Company from Benton 
and Bowles, where he has been vice president and account super- 
visor. Shugert previously spent 26 years at the Shell Oil Company. 

Phil Williams has been named vice presi- 
dent in charge of syndicated sales for ABC 
Film S\ ndication. He will assume this new 
position on 6 January and have full respon- 
sibility for the company's syndicated sales 
operations. Williams has been with Ziv 
Television Programs. Inc. since 1952 as 
an eastern spot sales manager and prior 
to that as a spot sales manager in the cen- 
tral division, headquartering in Dallas. Before that. Williams spent 
15 years with Time, Inc. in sales, public relations and advertising 
capacities. He was a member of the Fortune Magazine sales staff 
and in charge of public relations; theatrical sales manager for the 
March of Time; and advertising director for motion pictures and tv. 
John Burns continues as vice president of national sales. 

Bruce Eells has been named executive vice 

president of United Artists Television, 
Inc.. recently formed tv subsidiary of 
1 nited Artists Corp. Meanwhile, United 
Vrtists has increased its participation in 
the tv film syndication field through recent 
acquisition of 700.000 shares of the capi- 
tal stock of Associated Vrtists Productions 
Corp. flic <tock purchase was made 
through a new I nited \rtisls subsidiary called Gotham Television 
Film Corp. Purchase price was $12 a share, split SO. 00 in cash and 
$6 in debentures. Eells announced recentl) that I A TV will launch 
its production activities earl) this year with I nilrd irtists Play- 
house. It will he an anthology of half-hour films financed bj I \ 
and available for network sponsorship <>r syndication. 


This man can be as "remote" as he wants 

All he has to do is push one plug into an Ampex Model 350, and he can operate the recorder— from any place. 
He has Remote Control! 

The Compact Unit he's holding controls every function, including Start, Stop, Record, Fast Forward and Rewind. 
It even has a Red Light that indicates "Record," and a Green Light that indicates "Play." 

You too can be as remote as you wish, limited only by the length of the connecting cable you install. And you 
can now buy this Unit, and all other Ampex Professional Equipment, on a factory - direct basis. For factual 
information about Ampex recorders, write directly to the address below. 






Spot acceleration 

It the media directors of some of the nation's largest agen- 
cies arc correct, >pot television will undergo new growth ac- 
celeration during 1958. And as far as spot radio is con- 
cerned, the tremendous pace of 1957 seems likely to be 

This is welcome news to broadcasters. But the news can 
be even better and the business growth even bigger if spot is 
made easier to buy. 

Individual salesmen make spot easier to buy every day by 
the deftness with which they present the facts to buyers. And 
virtually all of the representative firms have been taking 
steps to streamline their operations. 

Hut some of the most important basic progress comes 
through group action like that of the Station Representatives 
Association and the 4 A's which recently developed a standard 
confirmation form including a contract on the reverse side. 

This time-saver was worked out over a period of many 
months and is just one of the new techniques going into the 
works. We urge the industry to work vigorously on this front 
during 1958 if it is to develop spot to its full potential — as 
well a-< serve the best interests of agencies and advertiser.:-. 

Light-touch presentations 

First came the light-touch commercial. Then, as 1957 
drew to a close, the light-touch air media presentation fol- 
lowed. Along with most timebuyers we've spoken to, we en- 
joyed the light-touch presentations. They were a welcome 
switi h from bar graphs of by-gone years. 

The ABN use of live talent demonstrations; Gordon Mc- 
Lendon's Texas-style slide film presentation with dramatic 
narration; the WNAX, Yankton, S. D., color movie including 
a ghosl narrator; the WJW-TV, Cleveland, movie spoofing an 
old fashioned market presentation . . . these and many others 
during recent months have been refreshingly creative. 

Though all lht> light-touch presentations we've seen thus 
far have be?n uccessful, we pass this warning on to stations: 
don'l be carried away. Buyers lik? the light sell; but they 
want facts too. \ ml what was -mart selling for someone else 
ma) not be right for you. 

THIS we fight FOR: Agencies and stations 
in each market should ask: "How are we judged 

in thi.s community'.''" The spreading trend for 
cities to try advertising taxation, makes local- 
level p.r. by admen and media a pressing need. 


Animal kingdom: From a WOR-TV, 
New York, release — "Mighty Joe 
1 oung apes King Kong — Racks up a 
Whopping 78.3 Rating." Looks like the 
monkeys are taking over the world. 

Christmas past: Outside the RTES 
Christmas party at the Roosevelt Hotel 
in New York the other day. WIP. Phil- 
adelphia, had a "picketing" Santa 
Claus parading with a sandwich sign 
reading. "Accept no substitutes in 
Philadelphia." One thing about Santa 
Claus — he's no local personality. 

Recognition: A Metairie, La., woman 
wrote Dinah Shore after having 
watched the GM anniversary tv spec 
on NBC TV that her 18-month-old 
daughter who has just learned to 
identify sexes was able to point out 
which was a "man" or "woman" as 
each performer appeared. However, 
when Dinah appeared for the commer- 
cial, the tot said, "That's a Chevrolet." 
Well, she's got a good chassis. 

Same old stand: Since subliminal 
projection has entered the tv scene, 
the following letter was received from 
its originator. James M. Vicary: "We 
have received so many phone calls 
asking "where can Mr. Vicary be 
reached now? that I feel I should let 
you know I am still doinj: m\ usual 
work." Subliminally? 

Guilty: Psychiatrists, according to TV 
Guide, have found a new neurosis: a 
guilt complex on the part of tv viewers 
who don't use the products advertised 
b) sponsors of their favorite shows. 
And they should feel guilty! 

Friends? Sometimes air media likes to 
look over the shoulder of print media. 
Gordon's Co. ad in a newspaper cam- 
paign borrowed this heading from 
Shakespeare: "We are advertised by 
our loving friends." The advertise- 
ment was for Vodka, the national 
drink of Russia. 

Heading: From A'. Y. Times — 
Soviet Has a Tv Telescope 
Trained on Cape Canaveral, no doubt. 

Ad managerese: Overheard in a 
Madison Avenue agency corridor, one 
adman to another: "Well, I've tried 
this out on some pretty king-sized 
people." This opens a whole new vein 
of marketing strategy — fitting the con- 
sumer to the product rather than vice 

Weather is big news in Minneapolis-St. Paul. A mean annual temperature of 45.6° includes highs 
of 104° and lows of —34°, an average of 42.7 inches of snow and 25 inches of rain. 

This gives WCCO Television's Number One Weatherman Bud Kraehling plenty to talk about, 
700,000 television families plenty to watch. Weathercasts at 12:20 p.m., 5:55 p.m., and 10:20 p.m. 
promise solid attention for your sales message. Check the forecast with Peters, Griffin, Woodward. 

WCCO televisior 










Station H 2.9 2.6 


^^ ^^^ ^^^^ ^^^i REPS: National FORJOE & COMPANY 


11 JANUARY 1988 
20< a copy • $3 a year 

30 ROCKt 




ilVES PERSONAL SERVICE TO the IW oj Mi£fe & H<mey* ! 


During an avalanche 
of big agency switches, 
admen look for in- 
depth marketing serv- 
ices, more comprehen- 
sive research, and 
shrewd media having 

Page 29 

How Colgate 
chose D'Arcy 
for Halo 

Page 32 

Radio puts 
a new bean 
in Boston 

Page 33 

The long rise 
of air media 
at McCann 

Page 36 


television Magazine 8 1 57 

One Station Reaching The Booming Upper Ohio Valley 

Solvay manufactures Chlorine, 
Caustic Soda, Chloromethanes, Vinyl 
Chloride and many industrial 
chemicals needed in plastics, 
soaps, textiles, paper, gasoline 
and petroleum products. Natural 
salt deposits, proximity to 

j markets, excellent rail 
and Ohio River facilities motivated 
completion of this multi-million 
dollar operation in this area. 
Solvay another BIG in this 
GROWING BIGGER market where 
nearly two million people spend 
over two-and-a-half billion 
dollars annually . . . where 
425,196 TV homes react to the 
influence of WTRF-TV. 

"I've been with Solvay since this new plant started; some 300 of us 
work here now. Moundsville's twelve miles from home but I really 
enjoy that drive along the river. We live in Wheeling; we, meaning 
the wife and daughter. Guess you'd call me a family man. Fish a little 
but I go for armchair duty in front of that TV set, love "Wagon Train." 
In fact, WTRF-TV suits us just fine! I'd say we live nicely." 

316,000 watts |j M (J network c 

Mftrf tit 

?*• WHEELING 7, WEST VIRGINIA — — ■ ■ ■ 

reaching a market that's reaching new importance! < ^H1lLi) 

"The ABC people insist 
it's a Thanksgiving party..." 

Indeed it is. The end of a great ABC Television year (and the start of what 
should he an even greater one) is the perfect time to fill an imaginary ballroom 
with people to whom we owe thanks. People like: 

The advertisers and agencies whose concrete support has made possible our 
successful move to fully competitive status. (We're also thanking you by cur- 
rently serving up an average of almost Mi of the total network TV audience at 
considerably less cost than our competition.) 

The press, both trade and consumer, for their full and fair coverage of our 
growth into fully competitive status. 

Our directors and stockholders, whom we thank for their confidence and 
tremendous personal investments. 

CBS and NBC, for their part in making the whole industry picture a healthy, 
competitive one. (And bear in mind, gentlemen, that our newly scored average 
30% share of audience didn't all come out of your slice. ABC's revitalized 
programming has increased viewing levels in virtually every time period in 
which ABC competes.) 

Our affiliates and employees, whose enthusiastic hard work has brought us 
so far. 

And let's not forget the FCC. Their implementation of the American system 
of broadcasting has made all of this possible. 

So carve up the turkey and uncork the wine. This one's on ABC— with thanks! 


11 JANUARY 19S8 • Vol. 12, No. 2 

Editor and Publishe 

Norman R. Glenn 



VP-Assistant Publisher 

Bernard Piatt 
General Manager 

Arch L. Madsen 

Executive Editor 

Miles David 
News Editor 

What clients switch for 

29 l nder an avalanche of major agency switches, admen look for in-depth 
marketing services, shrewd media buying ability and heavy research 

How Colgate picked D'Arcy for Halo 

32 >t'< > n-cih interview with Colgate's Ed Gumpert reveals strategy and 

thinking behind choice of agen 
Radio sells beans in Boston 

33 Here's how .Monmouth Ci 

for Colgate brand of toiletries 

into sales prominence 

ig Co. put it 
England's < 

rlomemaker's baked beans 
wded bean brand market 

36 McCs 

as N. 

The rise of air media at McCann 


ways big in tv/radio. Its present eminence 
le result of a policy change 15 years ago 

Did tv cost per- 1 ,000 bust the roof? 

40 The average nighttime half-hour moved up 190 in 1957. But it was way 
below 1955 and 1954. Western and quiz costs among those which fell 


26 49th and Madison 

49 News & Idea Wrap-Up 

4 Newsmaker of the Week 

48 Picture Wrap-Up 

18 Sponsor Backstage 

84 Sponsor Hears 

9 Sponsor-Scope 

72 Sponsor Speaks 

44 Spot Buys 

72 Ten Second Spots 

16 Timebuyers at Work 

70 Tv and Radio Newsmakers 

61 Washington Week 

24 Women's Week 

W. F. Miksch 

Harold Meden 

Film Editor 

Barbara Wilkens 

Assistant Editors 

Jack Lindrup 

Gloria Florowitz 

Marilyn Hammond 

Contributing Editors 

Bob Foreman 

Joe Csida 

Art Editor 

Phil Franznick 

Martin Gustavson, Asst. 

Production Editor 

Florence B. Hamsher 


Associate Sales Manager 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Midwest Manager 

Sam B. Schneider 

Mid-Atlantic Manager 

Donald C. Fuller 

Production Manager 

Jane E. Perr 

Sandra Lee Oncay, Asst. 
Administrative Staff 

Dorris Bowers 

Harry B. Fleischman 
Debby Fronstin 

Accounting Department 
Laura Oken 
Laura Datre 
Readers' Service 

In Upcoming Issues 

Spot tv pinpoints cigar smokers 

Dutch Wasters is "nl> one ol main brands selling the numerically mi- 
nute market of cigar smokers in the U. S. Its newest pitch to meet the 
heavv coinpciitinn : -pot l\ and stylized ■•French" film commercials 

A new tool for television buyers 

Within the next week, CBS TV Spot Sales begins mailing 4,500 slide 

rules to ad personnel. Watch for preview of the new tv slip-stick 



combined with TV. Executive, Editorial. Circu- 
lation and Advertising Offices: 40 E. 49th St. 
(49th & Madist ' " 
phone: MUrray 
612 N. Michigan Ave. Phone: SUperior 7-9863. Los 
Angeles Office: 6087 Sunset Boulevard. Phone: 
Hollywood 4-8089. Printing Office: 3110 Elm 
Ave., Baltimore 11, Md. Subscriptions: United 
States $3 a year. Canada and foreign $4. Sin- 
gle copies 20c. Printed in U.S.A. Address all 
correspondence to 40 E. 49th St., N. Y. 17, 
N. Y. MUrray Hill 8-2772. Published weekly by 
SPONSOR Publications Inc. Entered as 2nd class 
matter on 29 January 1948 at the Baltimore 
postoffice under the Act of 3 March 1879. 

' 1958 Sponsor Publications Inc. 



nearly All 

of Arkansas! 

"KTHS was 

in attaining 
our goal." 


Executive Vice President, Arkansas Farm Bureau Federation. 

58,000 Arkansas farm families belong to the Arkansas Farm Bureau 
Federation, the State's leading farm organization. For more than four 
years the AFBF has sponsored the daily "Farm and Market Reports" 
over KTHS. Here is what Mr. Frasier said in his renewal letter to us : 

* Enclosed herewith is a contract for another 
year of broadcasting in behalf of Arkansas 
Farm Bureau Federation. 
I think that credit should be given where 
credit is due . . . and I can truthfully 

. state that our farm program, Monday 
through Saturday, "Farm & Market Re- 
ports" was most instrumental in achieving 
the goal we set out to achieve 4-1/2 years 
ago. The efforts of collecting the farmers 

together as a unit of one for a better agri- 
cultural outlook has been most successful. 
The success also lies in the quality of our 
KTHS talent, Marvin Vines, who has done 
a very good job securing information for 
our program. J J 



Waldo Frasier, the Board Members of the Arkansas Farm Bureau Federa- 
tion, and farm families throughout the State all know that KTHS is 
Arkansas' state-wide station that gets state-wide results. Ask your Christal 
man for all the facts. 


50,000 WATTS 


Henry Clay, Executive Vice President *•■ 

B. G. Robertson, General Manager 

11 JANUARY 1958 


all over the country! NEW 
CHARLIE CHAN improves 
ratings, betters time periods 

In Los Angeles, on KRCA it 
has improved the Saturday 
night 7:00-7:30 time period 
by more than 92 %, with a 
22.1 c 'c share of audience in 
this 7 station market. (Pulse 

George Burke of KRCA 
states, unsolicited, "Needn't 
tell you how well the 
program is progressing. 
Clients most happy with 

Captures the big share of 
audiences in Chicago, 
Atlanta, Philadelphia, Balti- 
more, Columbus, Detroit, 
New Orleans, Pittsburgh, 
Dallas-Ft. Worth and in key 
market after market! 


488 MADISON • N.Y. 22 • PLaza 5-2100 

of the week 

This ueek Pharma-Craft is moving into a new plant in 
Princeton. Y. J. Reason, according to company president 
Frank Bell: Heavy use of tv and radio helped triple Phar ma- 
Craft sales in the last three years. The company has had to 
expand plant facilities to keep pace icith increasing air 
media-stimulated demand for Coldene and Fresh prodacts. 

The newsmaker: When Parma-Craft President Frank Bell 
announced bu\ ing a new plant, he added that the move was just 
part of an aggressive growth program begun three years ago by this 
Joseph Seagram subsidiary. 

"We use radio, spot and network both, to spearhead our forward 
push," says Frank Bell. (Pharma-Craft, through J. Walter Thomp- 
son, has a solid portion of its $7 million budget for the 1957-58 
fiscal year in network radio, including Arthur Godfrey, I\ora Drake, 
Helen Trent, Young Doctor Malone and Ma Perkins on CBS: Art 
Linkletter, News of the World on 

The results of aggressive air ad- 
vertising, according to Pharma- 
Craft executives, have been "phe- 

Pharma-Craft sales tripled in 
the past three years, since Frank 
Bell became president and em- 
barked on the expansion policies. 

This year's advertising budget 
is nearly twice as large as last 

In 1957 alone, Pharma-Craft 
bought out five new products, to be produced in the new Princeton 
plant: Fresh Roll-On Deodorant, Mr. Fresh, Coldene Tablets, Cold- 
ene Antibiotic Nasal Spray and, recently, Coldene Stick Chest Rub. 

Says Frank Bell: "We went national with Coldene Liquid Cold 
medicine in January 1956 using the best salesman in the world. I 
mean Arthur Godfrey. But I knew that before he could really sell 
his audience, he'd have to be sold himself. Well, poor Arthur had a 
cold — a bad one — the day I met him. I must confess I was happy 
because this gave me a chance to prove that we really had some- 
thing. Because Arthur tried the product and believed in Coldene, he 
didn"t just read canned copy. He told his own experience with 
Coldene. And ever since, with all our radio personalities, the basis 
of our commercials is the performer's own feeling in bis winds. 

The results: Coldene's first year was black ink all the way. And in 
1957 Coldene sales were up 100% over a year ago. 

Since his approach on the air has worked, Frank Bell plans to 
continue expanding with tv-radio as his mainstays in advertising. 
As he told SPONSOR: "No question the Pharma-Craft budget is top- 
heavy in radio and tv. While network tv (Steve Allen and Arthur 
Godfrey) and radio are No. 1 with us, we buy radio announcements 
so extensively that between now and the end of the cold season, 
Coldene will have 7,000 local radio announcements in addition to 
everything else." ^ 

Frank I 

s st need 


that's why it is accepted by so many so avidly. 

People are attracted to the companionable music, 

the titillating features. 

Ten years of sifting and sampling has demonstrated 

that a general audience can be kept intact by a 

continuous program service of broad acceptance. 

No audience fragmentation by special group 


Bartell Group family radio is a happy union of 
the best in broadcasting — creating audience par- 
ticipation and entertainment for buyers in six 
mapr markets. 
-', Highlighting the success of family radio is the 
p, clear rating dominance of Bartell Group Stations. 


Sold Nationally by ADAM YOUNG, Inc. for WOKY, The KATZ Agency 

\ - US 

jIAA™«*™J I— 1340 m nuprun -J 



was a dynamic year for television. There are 
now three and a half million more television homes than last 
year. More people are spending more time watching television 
than a year ago. And the three networks' share of audience 
has increased over 1956, while the independent stations' declined. 

1 957 also saw an unprecedented shift of audience among networks, with 
NBC emerging as the Number One network daytime and advancing 
into a virtual stand-off for the Number One nighttime position. 

During the day NBC leads the second network by 6%. This is 
an audience increase of 30% over last year for NBC while the 
second network has declined 11%. 

At night NBC's average audience has jumped 10% in twelve 
months while the other network's has dropped 10%. 
In terms of nighttime half-hour wins NBC and its major 
competition are now tied with 21 apiece. 

In the completely reprogrammed 7:30-8:00 PM (NYT) 
Monday-Friday strip, NBC's audience is 71% greater than a year ago. 

These gains are naturally reflected in NBC's business 
ledger. Sponsored time and gross network billings are the 
highest ever recorded by the network. 

While advancing in audience and sales, NBC also won more awards 
for distinguished programs than any other network. During 1957 
it gave America its most talked about productions— television classics 
like Green Pastures, Pinocchio, the General Motors Fiftieth 
Anniversary Show and Mary Martin's Annie Get Your Gun. NBC 
also offered the nation's educational television stations their 
first live network programming. 

By all yardsticks of leadership, 1957 was a year of substantial 
progress for the "* 

Source: Nielsen Television Index, 

Today, almost! j 

radios are tuned to "Radio 99"(WIBG, Philadelphia) 

for everv 

tuned to it just a year ago! 

Hooper figures for October-November 1957 show "Radio 99" 
with a 13.8 % share of audience (Monday-Friday, 7 AM-6 PM). 
This represents a 187.5 % increase over the last report! 

Under the dynamic leadership of Storer Broadcasting 
Company, WIBG has added new shows, new personalities, new 
ideas. The result: "Radio 99" is now among the top three 
stations in Philadelphia— a must to cover the fantastically 
growing Delaware Valley market. 

Your best time to get the facts is right now. 

Represented nationally by The Katz Agency, Inc. 


Most significant tv and radio 
news of the week with interpretation 
in depth for busy readers 



Copyright 1958 

National tv spot bowed into 1958 this week with a type of buying pattern that 
1) augurs much more sales work and 2) involves some pretty harrowing mathematics. 

ON THE SALES SIDE : The immediate prospects are acutely of the hand-to-mouth 

There are plenty new schedules around, but — as the reps have discovered — the 
commitment pattern is pretty much from four to six weeks. 

What's apparent in this obviously cautious attitude is that these short-termers are vir- 
tually all necessity products. 

SPONSOR-SCOPE checked several agency marketing specialists on the import of this 
development and their collective opinions point in these directions: 

1) A general shift in merchandising strategy toward more and more high- 
intensity advertising programs. 

2) Instead of stretching out the budget over a long term, advertisers will tend to 
concentrate on short saturation hursts that will stir up an immediate consumer push 
and impress the retailer. 

3) Dollar-wise, this strategy may turn out to tv and radio spot's advantage 
in 1958. (The difference will be in the amount of selling and paperwork for reps 
and stations.) 

ON THE MATHEMATICAL SIDE: A P&G crew is on a swing of the country 
with a two-fold errand: 

• Get the reaction of stations to a new idea for computing discounts at the termina- 
tion of a contract, and 

• Monitor local telecasts for an infringement of spot commercials on P&G network 

The plan that's being checked with stations for acceptance is this: After a contract 
has run its course, all schedules and the rates and plans will be reviewed and P&G 
will select the discount most favorable to it. 

The Compton agency's explanation: There are so many plans and rates spilling out of 
stations that it's not easy for the buyer to know in advance whether he's getting 
the best break. 

If P&G's proposal is generally accepted among stations, Compton will expand its 
staff of contract clerks and divvy up the added costs among all P&G agencies. 

CBS Radio is harnessing its plans for 1958 to this credo: Radio is more than 
a tonnage medium. Advertisers will find it advantageous to sponsor their own tailor-made 

The network feels convinced (1) there's a prospect for the former Woolworth-Percy 
Faith Hour and (2) other advertisers will be attracted to ideas like the Peter Lind Hayes- 
Mary Healy strip, which Staley Manufacturing has bought. 

Most of the film syndicators wound up 1957 with a profit flourish running 
substantially ahead of 1956. 

What they promise they're going to do with a thick slice of this money: Invest it in 
a better quality of new product (especially since they may lose some choice evening 
time when the networks get into magnetic tape). 



SPONSOR-SCOPE continued . 

New business in national spot radio took off this week as if it were trying 
to corner the market before the New Year made much headway: 

Here are some of the availability bids that have kept the reps hopping: 

PHARMACRAFT (Ting medicinal skin cream) : 50 spots a week for eight weeks in 
nine markets via JWT, starting 27 January. 

GRANITE CITY STEEL: Three five-minute farm programs a week for 26 weeks in 
30-40 markets, starting 15 February, via the Gardner agency. 

INTERNATIONAL SHOE: Five one-minute announcements a week for four weeks in 
60 markets, starting 10 March, through Krupnick & Associates, St. Louis. 

DODGE: Saturation schedule of minutes in 50 markets via Grant. 

ARMOUR (chili-con-carne) : 30 one-minute announcements a week for four weeks, 
starting 27 January, via N. W. Ayer. 

New tv spot business is looking just as racy as radio — at least in the number of 

Brands on the tv side include: 

Crisco, Cheer, Duncan Hines (all P&G), Val Cream (Chesebrough-Ponds), Bosco (Corn 
Products), Necco (New England Candy Co.), Jergens, Chooz & Feenamint, Breeze (Lever), 
Standard Brands Dog Food, Good Luck Margarine. Maxwell House regular coffee. Ameri- 
can Cyanamid. Life Magazine. 

Philip Morris Co. will cut loose 18 January with spot saturation campaigns 
in both tv and radio to send off Parliament's new filter. 

Between 80 and 90 markets will be used for a starter via Lennen & Newell. 

The market lineup for Parliament compares with some of its competitors thus: Kent, 
60 markets; Tareyton. 70 markets: L&M, 45 markets (may expand soon). 

The Stations Reps Association is taking bows on the fact that its estimate of 
national spot radio sales for 1956 was only a mite away from the FCC's figures 

which appeared the past week. 

The FCC total for that year's national spot: $149.5 million. The SRA had it esti- 
mated at S145.9 million. (The FCC figure is 20.8% over 1955.) 

In this same report on broadcast financial data for 1956, the FCC estimated that the 
total advertiser expenditures for radio and tv was $1.8 billion. 

The FCC also estimated that $185 million was paid in commissions to agencies 
from air media and that $219 million was paid by advertisers to "organizations 
which do not operate networks or stations." 

(For further details of FCC report see WRAP-UP under FINANCIAL.) 

Detroit is getting some heavy wooing from the air media for more of the 
advertising dollar. 

Two of the week's developments underscoring that pitch: 

1 ) TvB is coordinating its 50 presentations in Detroit with a series of pitches 
at the National Auto Dealers' convention in Miami next week. It's the first time that 
TvB has gone after dealers in that fashion. The crew will be headed by Halsey Barrett, 
TvB's national sales director. 

2) Detroit's ad managers are being deluged with letters from stations telling 
them thev're living in the past by concentrating their efforts at the grassroots level 
through newspapers. The admen are being urged to travel the smaller markets and find 
out for themselves the relative impact of the sta tion vs - trie newspaper. 

TvB's theorv why these admen are newspaper-oriented: They're still impressed by the 
newspaper tearsheet. So TvB is urging stations to counter this habit with a "tele- 
vision tearsheet," which would dramatize with facts and figures the sales successes 
of local air media in the durables field. 

11 JANUARY 1958 


SPONSOR-SCOPE continued 

NBC, CBS and ABN were hotly bidding this week for a sizeable radio budget 
prof erred by Bab-O (B. T. Babbitt Co. via Donahue & Coe). 

NBC Radio offered a package of 26 30-second announcements a week at $11,500 a 
week, with an added inducement of tailor-made merchandising support. 

ABN countered with a hefty package of its own and assurance that it would provide 
all the markets required for the product. 

CBS Radio submitted a batch of daytime T^-minute segments. 

Something you'll see more and more of during 1958: 

Advertisers trying to buy the closing segments of network shows so that their 
local distributors or dealers can tie in with local announcements. 

This angle, which NBC Radio has been stressing in recent months, largely activated 
Philco's five-times-a-week schedule on ABC's Don McNeill show. 

The campaign, via BBDO, will emphasize Philco's new tv line. 

Tv stations can be assured that Brown & Williamson's mass cancellation of 
its I.D. schedules doesn't mean that the medium will be getting less in 1958 from 
that account than it got last year. 

A Bates administrative executive explained to SPONSOR-SCOPE this week: 

"We have no plans to cut the total budget for spot. 

"What's being done for our client is redeploying the spot money so that it can 
be used where the competition is giving his brands the toughest pressure. In other 
words, we'll be massing our spot forces where they're needed most." 

Bristol-Myers may not have finalized its tv network plans for the 1958-59 season, but 
there's one thing that's sure: Continuation of the Hitchcock series. 

The companv's long-range plans involve a costlv merehandising-promotion plan 
with the Hitchcock show as the core. Y&R will handle the job. 

Watch for a reaction to set in commercial-wise against the showing of soiled 
shirt or dishes. 

The household soaDS aDDear to be taking their cue from the success of the new Dreft 
commercials and changing their pitches to either the high-fashion or abstract ap- 

Motivational researchers anparentlv found out that housewives would rather see the 
product associated with a cover-girl than a replica of themselves messing around the 
kitchen sink or laundrvroom. 

Esty won't start administering the over-all Sun Oil account until March. 

In the meantime the a.<rencv will take over in Florida, Sun's test market. 
Estv is all set with a jingle that will be featured in the radio spot campaign. Accord- 
ing to reports, that finsrle was the clincher in landing the account. 

ABC TV's most exploited rating coup of the past week: Adventure on Scott 
Island drew a rating of 12.5 and a 20.0 share of audience in its first showing on that network. 

As Harbormaster, the same series got a 7.1 rating and 12.4 share of audience in its 
last stand on CBS TV. 

Opposition now: Ed Sullivan and Steve Allen. Previous competition (when on 
CBS TV) : Zorro and Yon Bet Your Life. 

11 JANUARY 1958 







Hair dressings 


Headache remedies 




SPONSOR-SCOPE continued 

BBDO's appointment of a network radio coordinator a year ago has worked out so suc- 
cessfully that the agency has taken another significant step : It's assigned Ed Fieri, 
veteran time buyer, to the function of coordinating all radio spot buying and plan- 
ning with all network radio developing. 

Fieri will work hand in band with Bill Hoffman, network radio coordinator, 
whose operations under Bob Foreman resulted in bringing quite a number of BBDO clients 
back into network radio last year. 

Starting from the premise that not all radio coverage problems can be resolved by only a 
network or a spot buy, Fieri and Hoffman between them will: 

• Develop radio prospects among clients in the agency. 

• Integrate their respective areas in comment recommendations. 

• Suggest how one facet of the medium can supplement the other. 

In marketing you often try to gear your efforts to the comparative influence of pur- 
chase by men, women, and children. In drug products, the percentage split runs some- 
thing like this — according to some recent studies: 


60% 20% 





Robert A. Schmid, a veteran in many facets of the network business, has moved 
in with the NTA Network as v.p. in charge of station relations. 

Schmid started with Mutual in its fledgling days, became a v.p. and director, and after 
Tom O'Neil took over Schmid was named a v.p. -director of General Teleradio. 

The results of Westinghouse's sandtest commercials shows you can't overesti- 
mate the sale impact of a novel sales approach. 

The bell-ringer for these four commercials: Westinghouse's share of the washing ma- 
chine market went up very markedly. 

(For more on this see the 15-year rise of air media at McCann-Erickson, starting 
page 36.) 

NBC Radio's Joe Culligan currently is putting promotional emphasis on the 
network's programing record. 

This bid for recognition on the programing score is based on these two factors, ac- 
cording to the October Nielsen reports : 

1) Of the 24 quarter hours between 7:30 p.m. and 11 p.m., Monday through Friday, 
NBC led in 10 segments, tied with CBS in three, and ran behind CBS in one. 

2) NBC's One Man's Family, My True Story, and Life in the World reached more 
homes than the CBS opposites, which were, respectively, Strike It Rich, Arthur Godfrey, and 
Edward Murrow. 

DeSoto is looking for immediate relief from the balance of its obligation 
of the Groucho Marx Show ($120,000 in time and talent alternate weeks). 

The automotive feels it's had all the advantage it can get out of the quiz. The pres- 
ent commitment runs into the fall. DeSoto-Marx alliance dates from '50. 

For other news coverage In this Issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 44; News and Idea Wrap-Up, page 49; Washington Week, page 61; sponsor 
Hears, page 64; and Tv and Radio Newsmakers, page 70. 


Square miles don't buy 
your product 

People do 


/ ->/. 

You need coverage AND audience. 

In WHB's 96-counly world 

WHB is first in 432 of 432 quarter hours 6 a.m. to midnight (Pulse, Kansas City 96-county 

area ... 6 a.m. to midnight, Monday through Saturday, Sept., 1957) 

Whether it be Metro Pulse, Nielsen, Trendex or Hooper . . . whether it be Area Nielsen or Pulse . . . 

WHB is the dominant first throughout . . . with audience shares 

consistently in the 40% bracket. And, WHB is the dominant first 

among every important audience-type ! 

Talk to a Blair man . . . or WHB General Manager Georgt W. 

Armstrong . 



10,000 watts 
710 kc. 



WD6Y Minneapolis St. Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 


11 JANUARY 1958 

He must know 

a good spot" 

Young & Rubicam does too. The Y&R timebuyers, who place 
millions of dollars of spot television business, are seasoned 
masters at picking the best station buys on the market, in 
any market. Their decisions reflect the findings of Y&R's own 
expert research department . . . and the wealth of market and 
station data supplied by CBS Television Spot Sales. 

During the past year, Young & Rubicam has scheduled spot 
campaigns on KSL-TV, Salt Lake City, for such blue-chip 
advertisers as American Home Products, Simmons Mattress, 
P. Lorillard, Northern Tissue and Lipton Tea. 

Good spot to be in? Young & Rubicam thinks so. And so do 
the 346 different national spot advertisers currently running 
campaigns on the thirteen stations and the regional network 
represented by. . . 


wcbs-tv New York, whct Hartford, wcau-tv Philadelphia, wtop-tv Washington, 
WBTV Charlotte, WBTW Florence, WMBR-TV Jacksonville, wxix Milwaukee, 
wbbm-tv Chicago, kgul-tv Galveston, ksl-tv Salt Lake City, koin-tv Portland, 
knxt Los Angeles, and the cbs television pacific network 




SHE only has eyes for you 
your product have ideas 
about getting acquainted, 
KOIN-TV will happily 
handle the introductions Portland and through- 
out 3 surrou nding 
Oregon & Washington 
counties. Her vital statis- 
tics, plus the fascinating 
facts about KOIN-TV's 
ratings and exclusive 
coverage are a favorite 
topic with the debonair 
gentlemen from CBS- 
TV Spot Sales. Just 
ask them. 

at work 

Edna S. Cathcart, J. M. Mathes, Inc., New York, timebuyer for 
such accounts as Canada Dry, Inc., Luden's, Inc. and Economics 
Laboratory, had many trends on her mind when SPONSOR called — 
new developments in audience research; station merchandising 
approaches; agency and rep practices; spot versus network buys. 
"But with the New Year," Edna 
said. "I'd like to say something 
about SPONSOR. Recently I had 
occasion to buy a card for a man 
who has everything, including 
birthdays, and I found a little gem 
that made its point simply. It 
merely noted, 'No long orations, 
just one word — Congratulations!' 
And I thought this is what I would 
like to say to SPONSOR. This maga- 
zine in a few short years — how 
many? — has become a reading 

must for the advertising industry. In the first place, sponsors read 
it and if you're not a good ad libber you had better be informed 
on what sponsor reported. Seriously, sponsor contributes so much 
to the every day business of doing a good job in advertising that 
I would like to say to the editors and staff. 'Congratulations.' " 

Joe Fierro, Donahue & Coe, Inc., Nei 
stations are mistakenly thought of as 
a predominant teenage audience — bee, 

York, feels that many radio 
'Rock V Roll" outlets — with 
use they feature a great deal 

of this type of 
for many 

of these i 

. "An analysis," Hoe says, "of daytime ratings 
-called Rock V Roll stations shows them, for 
the most part, to be consistent; the 
over-all audience includes adults, 
especially housewives, as well as 
teenagers. So it's an error to 
assume that because a station de- 
-^ voles a major portion of its pro- 

graming to R&R that it is appeal- 
ing only to a teenage group. The 
fact that so many local independ- 
ent stations are scheduling it is 
because the majority of their audi- 
ence — of all age groups — prefers 
it. Music-and-news stations, after 
ii rciil hits — and currently most hits are R&R. Tomorrow, 
of course, it may be some other type of music. But whatever the 
music, it will indicate broad public tastes rather than audience 
composition." Joe feels the determining factor is the climate 
created bj the station's format and the personality of its d.j.'s. 

11 JANUARY 1958 

all, pla> 



makes us your strong right arm 
in the rich Richmond area 








Tom Tinsley, President NBC B ASIC " C H AN N E L 8 

Irvin G. Abeloff, Vice-Pres. 

National Representatives Select Station Representatives in New York. Phiradelphia. Baltimore. Washington; Simmons Associates in Chicago and Boston; 
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans; McGavren-Qumn in Seattle. San Francisco. Los Angeles. 

SPONSOR • 11 JANUARY 1958 17 

"The Little Guy 
with the 

Big Following" 

"Wee ReBeL" 


AM — FM — TV 






Local Acceptance 

Local Programing 

Public Service 


by Joe Csida 


This is going to be the year when . . . 

In this New Year it's two to one that — 

. . . Elvis Presley will not become a General 
during his upcoming tenure in the U. S. Army, 
in spite of the constant build-up Elsa Maxwell 
pursues in the young man's behalf on the Jack 
Paar Tonight show. 

. . . Arthur Fatt of the Grey Advertising Agency 
won't make a repeat appearance on Night Beat. 

. . . No bigger contribution will tv radio make to the Broadway 
stage than Meredith Willson, whose "Music Man" is slightly better 
than "My Fair Lady" in some respects, and at least as good in 
most others. 

. . . Godfrey's sponsors will continue to go with him, despite rating 
decreases as long as he is the wham salesman he is. 

. . . Motion picture executives, on all levels, production, distribu : 
tion and exhibition (particularly the latter) will have an even 
tougher time than they did last year. Just wait until those rerun 
deals are worked out with more unions on more post-1958 films, and 
these latter-day jobs hit the tv screens. 

. . . OUie Treyz will have to apologize at least twice more for state- 
ments made by Mike Wallace guests. 

. . . The advertising agency business on the upper levels will be 
just as tough as in 1957. Heads will roll. Firms will continue to 
merge. FJlcers will beget ulcers as the national economy continues 
tight, and those tv multi-million dollar mistakes become less and 
less forgivable. 

. . . Full hour shows will definitely continue to win larger audi- 

. . . The public will, more than ever before, ignore most of the 

. . . Fee tv will account for more aspirin sales than the common 

Trek to the West Coast 

. . . Too many of the same actors and actresses will have parts 
in too many of tv's dramas. On a recent Sunday, Dorothy Stick- 
nev had key parts (major feature role in the former, and lead in 
the latter) in GE Theatre and Alfred Hitchcock Presents, back to 
back on CBS TV. 

. . . Don't know how good a stock buy Hal Roach, Jr.'s new setup 
will be, although I'm in, but Theatrical Investments Plan should do 
right well. They invest loot in legit, and their first four shows this 
season are: "Jamaica," "Look Homeward, Angel," "The Dark at the 
Top of the Stairs" and "Music Man." 

. . . Nothing will stem the tv trek to the West Coast. 

. . . Many major entertainment enterprises will continue their pro- 
grams of diversification, as witness United Artists currentK^ 
into the record business, and the tv business via Associated Artists 
Productions' maneuver. (Don't know about their AAP venture, but 

11 I \M ARY 1958 













Join the many National spot buyers who already 
have in the first 60 days of operation and more 
coming in daily . . . 


KSHO-TV ** 13 



11 JANUARY 1958 

Sponsor backstage continued . . 


the key station in 


with a 24 hour schedule and 



has over twice the number of 
listeners than all other sta- 
tions combined in 

(March-April, 1957— C. E. Hooper, Inc.) 


contact Venard, 

Rintoul & McConnell, Inc. 

"17 Central Michigan 
counties with 
spendable income. 


fltffr 0*j£ c^yfc 

their approach to the disk business is purely from Major Bowes.) 

. . . MGM will continue to hurt for some time to come. 

. . . Science fiction will he bigger than ever, will bust through in 
major fashion on tv. (Sales of magazines in the field are \\a\ up.) 

. . . The pop music disk jockey convention spearheaded by the 
Storz stations, and scheduled for March in Kansas City, will be the 
first in a long line of successful confabs of this group. 

. . . More stars will invest more money in radio and television 
stations, following lead of such wise entertainers as Crosbys and 
Hope. Frank Sinatra's business counsellors have just bought a 
group of Northwest radio stations, and Jim Lowe, and Jimmy Stew- 
art's investment people are shopping around, to name just a few. 

Westerns will stay hot 

. . . Rock-and-roll music will continue stronger than ever with 
the teen age set, although some of the more extreme forms will fade 
in mass popularity. 

. . . Sagebrush sagas will also continue big. 

. . . Government will not get off broadcasters' backs. 

. . . Radio will have another lush year in spite of softening of 
national economy, or maybe because of it. 

... Trading in broadcast properties will reach new peaks. 

. . . Mergers of major entertainment operations intra-tv-radio. 
and inter-entertainment as between tv-radio and other fields will 
take a spurt. 

. . . Instant ratings (ARB, Nielsen — and there'll be others) will 
lead to an even more laughable and widespread misuse of rating 
information, and give new zing to top 10 to top 25 lists. 

. . . The 700-plus Paramount pre-1948 feature films will hit the 
tv market. 

Executives like it warm 

. . . More previously-employed broadcasting executives will ac- 
quire substantial pieces of broadcasting properties, as Avitness Jack 
Van Volkenberg's move in this direction in St. Petersburg, Fla., 
and Kevin Sweeney's ditto move in Long Beach, Cal. Note how 
they search out those sunny climes. Niles Trammell was one of first 
broadcast leaders to show the way here years ago when he moved 
into Miami picture, out of NBC's presidency. 

. . . Color television will make its largest strides to date, but won't 
quite bust through as major mass circulation medium. 

. . . The NAB Convention in Los Angeles in April will be the most 
exciting and interesting in years. 

. . . Music-news formats will be more popular than ever, and more 
and more stations will make their own local surveys of top tunes. 
Top 40 as such, however, will dwindle in usage, with variations on 
this theme, the order of the year. 

. . . Jack Paar's stature as one of tv's all-time major personalities 
will be enhanced and he will do at least three "Specials." 

. . . Other singers will knock themselves out. with little success, 
trying to emulate Como. 

. . . Tv sets-in-use will continue to climb. 

. . . We'll fret and fuss over juvenile delinquency, national and 
international crises, etc.. but '59 will dawn with each of us, and the 
country in good shape. 

\ happy, healthy one to you! ^ 




the ultimate in Boston TV entertainment 


from the libraries of 


Call H-R Television 

The Yankee Network Division of |R|K|CJ>1 Teleradio Pictures, Inc. 





> basic facts about nighttime radio are generally accepted 
.y: (1) A substantial nighttime radio audience exists. 

Cost-per-thousand is as low as that of morning radio, 
there is definite proof of a vital third fact: nighttime 

morning radio audiences are of the same quality and 

e to advertisers. 

i special study commissioned by NBC Spot Sales, The 

te, Inc., compared the characteristics of evening radio 
ners with those of morning radio listeners. With remark- 
j: consistency in all of the markets studied (New York, 
cago, and San Francisco), the Pulse 1,620-interview 
pie proved that, for all practical purposes, there is no 
trence in the quality of morning and nighttime radio 
iences. Here are highlights* of the study: 




35 or over 


High School 

Grade School or none 




6 TO 9 AM ) 


(7 TO 10 PM) 

of the NBC Spot Sales study to the known facts about night- 
time radio, and a powerful story emerges: 

• No difference between nighttime and morning radio 
in terms of audience quality. 

• A substantial nighttime radio audience exists. 

• Nighttime radio cost-per-thousand is, in many cases, 
lower than that of morning radio. 

• Greater advertising impact and memorability in com- 
mercially uncrowded nighttime hours. 

• Greater separation from competing product commer- 

• Considerably more freedom of choice of commercial 

• Attractive discount plans available to nighttime ad- 

• Greater variety of program types during nighttime 

All indications point to a much increased use of nighttime 
spot radio in 1958. The time to be investigating the possi- 
bility of nighttime radio is right now. 

*Call your NBC Spot Radio Salesman today for all the 
details of the new study on the quality of nighttime radio 















going up/ 

Food sales in the 

a Crosse television 

market have 


In per cent in the 

past year — 

almost double 

the rate of the 

uritry as.a whole.* 

tales Management 

Survey of 

Bayer Purvey, 

May '56, 

May '57. 




TV Homes 







News and views for women in 
advertising and wives of admen 

Women's week 

On hiring agencymen (and women): Carol Lee, Compton's 27- 
year-old personnel director, figures her job is just about ideal. She 
has good cause: 

"I'm married to John Lee, who's an account executive in the 
agency. And, the way I met him is that I hired him." 

Carol interviews the candidates for Compton jobs such as mar- 
keting, research and account executives. But creative copy jobs are 
filled by the specialists in that area themselves. 

"Advertising is an excellent field for women," says Carol. "At 
Compton we have some 650 employees of whom 300 are advertising 
specialists. At least 100 of the specialists are women. Half our 
copywriters are women. Research is staffed with many women and 
so is radio-tv." 

Her main tips to women who want professional advertising jobs: 

1. Know precisely what job you're qualified to fill, its limitations 
and opportunities, and what you want out of your career. 

2. Be businesslike and dedicated. Don't give the impression that 
you just want to fill time between 9:00 a.m. and 5:00 p.m. 

3. Remember you're a woman. Stay feminine, but ladylike. 

Industry education plans: New opportunities for women teachers 
are opening up in industry, according to Ida Crawford, director of 
Bristol-Myers' Educational Service Department. 

"More and more companies are creating educational departments 
to build good-will for themselves and their products," she says. Her 
department sends out such information as tips on safety in the 
kitchen, ways to prevent or cure Asian flu, household guidance 

"When I started out as a teacher," she told SPONSOR, "I never 
thought I'd end up talking on television. But that's something we 
do almost as often as we make up pamphlets or manuals on educa- 
tional subjects. We also provide educational aids to teachers, par- 
ticularly home economics teachers as part of our program." 





What do admen's wives do? One account executive's wife has her 
own real estate office with four or five salesmen in it. She's Elan 
Shinn, head of Elan Shinn Real Estate, wife of Kay Shinn, who's an 
account executive for The Condon Co. in Tacoma, Washington. 

He told SPONSOR: "My wife has been a very successful real estate 
woman for the past 12 or 15 years. This causes no conflict with my 
business, but our names do. My first name is 'Kay' and no one can 
figure out from it whether I'm a man or woman. You can't be sure 
with 'Elan's' name either." 

Bedlam? Only at convention time, when Kay and Elan have both 
been assigned strange roommates ("until we show up"). Of course, 
hubby Kay has mistakenly been named an honorary member of 
the WAVES! 


n Kansas City 

all eyes are tuned 
to KCMO-TV and 

the "eye-full" tower 

KCMO-TV Kansas City channel 5 

WHEN-TV Syracuse channel 8 

KPHO-TV Phoenix channel 5 

WOW-TV C ;i 

—More quarter-hour firsts (according 
to ARB and Nielsen) than any 
other station. 

— Broadcasting at maximum power 
from the world's tallest self- 
supported tower. 

-Mid-America's No. 1 station in 
audience, picture clarity and 
sales success. 


Joe Hartenbower, General Mgr. 
Sid Tremble, Commercial Mgr. 
Represented nationally by Katz Agency 
KCMO-TV ... One of Meredith's 
Big 4 . . All-Family Stations. 


Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines, 

11 JANUARY 1958 








Sales are rocketing to new heights in 
San Antonio . . . when the pitch is made 
over KONO Radio. 

National and local advertisers alike 
have found there's nothing faster than 
sound — the sound of their message 
supported by KONO'S great D-J's. 
That's the sound that's heard all over 
South Texas . . . the sound that has 
sold more advertisers (and customers 
for advertisers) than ever before in 
KONO's 31 -year history. 
Get the sound fact on San Antonio — 
call your 

H-R Representative 
or Clarke -Brown man 

860 kc 5000 watts 

C3 EJ 2 



VK.v.,.*. ^A)^?.,-,, 

49th an 

Daytime tv study 

We are very impressed with your re- 
cent article on daytime tv presenting 
material from an NBC TV study on 
its effectiveness — in particular with the 
article's accuracy and clarity of pres- 
entation. Incidentally, since the arti- 
cle we have been receiving requests 
from agencies and prospective day- 
time tv clients for more information 
on our survey. Your readers may be 
interested in knowing that we are pre- 
paring a final report on our daytime tv 
research which will be available soon. 
Mary Baiman joins me in thanking 
you for an excellent job. 

Thomas E. Coffin 
dir. of research, NBC 

Congratulations on your item compar- 
ing radio super saturation with news- 
paper on pages 38 and 39 of your De- 
cember 7th issue. Would it be possible 
for you to rush us 100 reprints of these 

Joseph R. Fife, gen. mgr., 
WBBC, Flint, Mich. 

• Reprints of this article are available upon 

Case history challenge 
Late last fall I issued a challenge to 
SPONSOR — although I didn't know I 
was issuing it at the time. I men- 
tioned to a group of people at a con- 
vention that the case history we had 
just heard in a meeting left me un- 
satisfied. It glossed over any of the 
real detailed thinking behind the cam- 
paign and just hit the result highlights. 
I commented that many publications 
do the same thing in their case history 

sponsor executive editor Miles Da- 
vid was in the group and said he ac- 
cepted that comment as a challenge. 
The result was the Lehn & Fink case 
history which appeared in sponsor's 
30 November issue. 

As the year closes I want to note 
that sponsor and writer Hal Meden 
fulfilled the challenge. I believe this 
case history did what I found lacking 
in the one presented at the convention. 

It provided grist for the thought mill 
of othcrad managers faced with prob- 

Sl'ONSOR • 11 JANUARY 1958. 

lems similar to those we had with 

Thanks for a great job. 

Emanuel Goren, manager, 

Lehn & Fink Div. 

Lehn & Fink Products Corp. 

Radio station editorial policy 
THIS WE FIGHT FOR: to have radio 
stations lead the way in telling the 
public the good things about their 
community, state and nation, and not 
be prophets of doom. 

In line with this policy we at WJTN 
have each year, for several years, taken 
time out during the holidays to air our 
editorial opinions of the outlook for 
the coming year. We thought you 
might be interested in some of the 
things we told our listeners this year: 

"Among the blessings Jamestown 
residents should consider are one of 
the state's finest school systems, its 
own community college, two top-rated 
hospitals, and outstanding churches. 

"Despite a shutdown by one manu- 
facturing firm, the industrial picture is 
generally good. Both employment and 
industrial pay rolls are well above the 
same figures during the 1954 'reces- 

"All in all, the Jamestown area is 
a good place in which to work and 
live. With the cooperation of all of 
us, it can become even better." 

Si Goldman, president 
WJTN, Jamestown, N. Y. 

• SPONSOR has advo( 

WJTN and other 
apply broadcast i 

sell optimisn 
•eady began 

All-media study 

I have recently been introduced to 
your All-Media Evaluation Study and 
I think this is a most valuable contri- 
bution to advertising information. 

It is so useful that it is a great help 
to we people in Australia because of 
the general principles it enunciates. 

George Stokes, manager 
Frank Mason & Co. 
(Aust.) Pty. Ltd. 

. . . Where can advertising agencies 
submit commercials for awards? Can 
you tell us how one can learn of such 
competitions in time to enter? 

David Commons 

Hollywood Film Commercials 

• To SPONSORS knowledge the only organ 
tion making film commercial awards on a nati 
al basis is the Art Directors Club of New Yc 
SPONSOR each vear chooses the top lO tv c 
mercials of the vear (See last year's selections 
28 Dcember 1957 issue). But we accept 
'entries," making our own choice with the aid 
leading tv commercial specialists. 






DON'T get snowed under 
an avalanche of spots 

in B0FFA10 



Sales curves go blasting upward in the "clustered" 
Milky Way Market, powered by WBTW's 
unduplicated coverage. 

Examine closely the impressive market created 
by WBTW coverage . . . clusters of bustling, 
prosperous communities orbited around Florence. 
Compare carefully the 75-mile area population 
of Florence with these other Southern markets:* 

Florence — 1,338,600 
Augusta— 1 ,01 5,200 Miami— 1 ,1 51 ,700 

Tampa-St. Petersburg — 1,105,000 Charleston — 484,500 
Act decisively. Call your nearest CBS Television Spot Sales 
office now. 

* — 1956 Survey of Buying Power 



11 JANUARY 1958 





All-State Insurance Christiansen Leo Burnett $1,500,000 

Armour Meats Tatham-Laird N. W. Ayer 3,000,000 

Beech-Nut Foods Kenyon & Eckhardt Young & Rubicam 2,500,000 

Brylcream-Eno Atherton & C Kenyon & Eckhardt 1,500,000 

Buick Kudner (Pending) 23,000,000 

Colgate's Halo Carl Brown D'Arcy 2,000,000 

Coty Heineman, etc BBDO 1,250,000 

Helene Curtis Ludgin & Best McCann-Erickson 3,500,000 

Charles E. Hires N. W. Ayer Maxon 2,000,000 

Jergens-Woodbury F&S&R Cunningham & Walsh 3,000,000 

Lever's Swan BBDO NL&B 1,500,000 

Lorillard's Kent Young & Rubicam Lennen & Newell 3,000,000 

Manischewitz Wine Emil Mogul Gumbinner 1,500,000 

W. A. Shaeffer Keyes, M&J BBDO 1,500,000 

Sun Oil EW-R&R Esty 4,000,000 


The "marketing" agency that produces selling tv commercials and 
buys air media at a low cost-per- 1,000 will haul them in in 1958. 
Here's how tv clients measure agencies — and go about finding one 

by Evelyn Konrad 

■ or agencies wary after a record 
volume of 1957 account changes, the 
year opens with no indication of a 
let-up. A SPONSOR survey this week 
among major clients indicates tension 
will be felt among agencies for as long 
as the economic barometers point 

Though the forecasters see 1958 
business taking on steam in the last 
two quarters, by coincidence this is 
also the year the Frey study comes up 
for serious consideration. (The final 
Frey report is now due out in Feb- 

ruary, ANA told sponsor this week.) 
In realism-minded 1958, what 
will clients seek from their cur- 
rent agencies? 

How will they go about hunting 
new agencies — if need be? 

SPONSOR sought the answers from 
top admen in companies selling prod- 
ucts including gasoline, cigarettes, 
soaps, cosmetics and hard goods. One 
theme recurred: The agency that can 
hedge the risk in television and offers 
extensive marketing services will get 
— or keep — the billing. 

Admen are more demanding of the 
agency now. They're a different breed 
from those who chose agencies only 
a few years ago. Whether they're 
marketing v.p.'s or not, most now view 
advertising as part of a marketing 
master plan and they expect the agency 
to keep pace. 

Here's what they will look for: 
1. Tv commercials outrank net- 
work buying ability. The tv depart- 
ment continues to be decisive for 
national clients, but standards have 
changed with changes in tv itself. 

11 JANUARY 1958 


ed . . 

Two years ago, the agency with a 
well-known tv director who had solid 
network contacts hauled them in on 
the strength of thai bait. It was a 
buyer's market. Getting a good net- 
work buj was appeal enough. 

"We gel into program buying and 
network negotiations ourselves," says 
Bristol-Myers' Don Frost. "We'd cer- 
tainl) consider the agency's ability to 
<lo these jolis. But its ability to pro- 
duce good commercials is more im- 

Network client competition has 
changed: Clients aren't fighting as 
hard for the good time slot as they 
are for the viewer's attention. As a 
result of UJC's strength, network time 
is more available. Audiences are more 
split. Toda\ each commercial must 
convert a maximum percentage of 
viewers into sales for the tv invest- 
ment to pa) out. 

"We judge our agency's tv show- 

manship according to its ability to pro- 
duce consistently creative commercials 
above anything else," says Nabisco 
advertising director Harry Schroeter. 
His view is typical of national spot 
or big network advertisers. 

Leverage with the networks is still 
a factor, but it doesn't rank as high 
with most tv clients as it did in a 
sellers' market. The big nighttime 
spenders can pick and choose. But 
small-budget advertisers may still look 
to the agency to open some network 

"We want the agency to keep us 
up-to-date on all opportunities to get 
into shows when they first break," says 
Lehn & Fink's new general manager, 
Emanuel Goren. 

"As network advertisers, we still 
consider this very important. But it 
takes more than a department head 
with a known name. We feel it takes 
an agency with big tv billing and a 

large staff of specialists to carry 
through after the buy has been made." 

2. Programing judgment is high 
on list. The agency that has it will 
make out like Marilyn Monroe at an 
Army camp. But how can the agency 
demonstrate show savvy? 

A couple of years ago, a shop with 
a show in the top 10 was automatically 
hot. Now clients want more proof. 
The star agency of yesterday won't 
sta\ hot today, unless it can virtually 
guarantee performance. 

"One still feels drawn into an agency 
that's got a batch of hit shows," says 
Sylvania's Terry Cunningham. "But 
we know that's an illusion. You might 
be the one client who pulls down the 
average. That's why we would judge 
the agenc\ "s programing wisdom from 
a more scientific angle. 

"Track record is one indication. But 
you also look at sales results, not just 
ratings. How did the agency follow 






William Siegel 

Terrv Cunningham 

Don Stewart 

'"'I III jlilj III kl'l'JiillL! "II lop ■ 

mil job. We have 
ilirn- men in the advertising depart- 
ment who talk in ageni ies to keep 
informed about new advertising tech- 
nique- and i" k.-.-|i up-to-date on or- 
ganization and personnel in this 
changeable industry. We judge our 
agencies on creativity, service." 

"Mark. -liii;: -er\ ices were among our 
ii urns in our recent 
choice of BBDO. We wanted an 
agency big enough to give us the 
iiin-i expert and -pcciali/.ed help in 
ill ana- of marketing our line. From 
the Btarl all of US On the manage- 
ment committee choosing an agency 
agreed on our current needs." 

"It's important for an agency to 
have a good track record with prod- 
ucts marketed through the same 
channels as ours. That's why si 
clients with budgets exceeding $5 
million on several products may find 
it efficient to split their account these 
days. We chose JWT for its market- 
ing and tv know-how in our lines." 

"More and more of our p 
have to be handled on a loc; 
Therefore we feel our au. in\ 
have regional offices in mark 
are important to us. As h 
users, we also checked into oi 
cy's network and spot buying 
their commercial product io . 
judgment in tv show pickh| 

11 JANUARY 1958 

through? So you look at integration 
of commercials, merchandising, trade 
reaction to program choice." 

The client with a stake in network 
tv looks for new program research in 
his agency. He wants to know what 
it does to predict new show ratings. 
Admen say top company brass is most 
anxious to find an agency with re- 
search guarantees against bad tv show 

"That's the first question our com- 
pany president asks," says the adver- 
tising director of a multi-brand drug 
company. "Like most clients today, 
we form a management committee to 
pick an agency and we've found that 
the top men on the committee are 
most gun-shy of new tv shows. They 
feel reassured by an agency with new 
program research methods." 

3. Research is as important as 
judgment. Name the type of research 
and the client wants it. Or, he at least 

wants to know his agency can provide 

"Research is our safeguard against 
a bad investment," Colgate general 
product manager in toiletries Ed Gum- 
pert, told sponsor. "Our agencies have 
to be fully staffed to do ratings and 
audience research on our shows, pre- 
test the copy, put media research be- 
hind every choice of a commercial 
time slot." 

Some clients object to agencies 
using research as a lever against com- 
missions. They don't want to buy 
these services as a package deal, and 
an increasing number of advertisers 
are searching for new ways to pay for 
them. But all of them do want the 
agency to provide them. 

The big-budget clients, often with 
their own research operations, still 
look to the agency for its research 
backing. For example, they want 
agency interpretation of ratings in- 

formation. "The agency gives us a 
benchmark against which to measure 
the way our research people read the 
figures," says Nestle's Don Cady. 

Motivational and other deeper prob- 
ing research have come into their own. 
Package goods advertisers look for 
research in an agency. The harder it 
is to sell products, they say, the more 
important research becomes. 

"The best-laid media and copy plan 
can flop if you don't know what makes 
a woman pick your package off the 
shelf," says the advertising director 
for a highly successful tv user. "The 
feel for knowing this is what we used 
to call 'creative advertising judgment' 
in the old days. But motivational re- 
search takes a lot of the guesswork out 
of this judgment. We want an agency 
that keeps the guesses to a minimum." 

4. The agency must be a good 

media buyer. "Time buying ability 

(Please turn to page 66) 


Emanuel Goren 



network tv advertisers and we 
i the agency tv department to 
5 informed of all network buys 
l as these open up. That's why 
ked an agency with sufficient 
ing to pull weight with the 
ks. We also picked McCann 
e stature and creativity of 
p television executives." 


for services of new advertising agency 

1. How long has agency been established? 

2. How many people are employed? Give details 
of personnel by department; such as, copy, 
art, mechanical production, media, research. 

3. List the Officers and Senior Executives of 
the agency and indicate the experience of 

4. How many and what active accounts does the 
agency have? Give names and year they 
started with the agency. 

5. What is the average number of employees per 
active account? 

6. How many accounts have been added during 
the last three years? Give names. 

7. How many accounts have been lost during the 
past three years? Give names. 

8. What executive would head the group han- 
dling our account, and who would be his 
senior assistants directly on the account? 

9. What is the agency's procedure in taking 
over a new product? 

10. Why does the agency believe that it is best 
equipped to take care of (Product x)? 

11. To what extent does the agency rely on 

12. To what extent does the agency rely on 
copy testing, to decide the possible effec- 
tiveness of campaigns presented to a cli- 
ent? What are the methods of copy testing? 

13. What methods are used by the agency to test 
the effectiveness of advertising campaigns 
currently appearing? 

Colgate agency questionnaire is typical of way many tv clients first contact new agencies. From 
returns, Colgate narrows choice. For how Colgate picked D'Arcy for Halo, turn page 

11 JANUARY 1958 


Marketing, research and air media know-how are major 
items, Colgate told SPONSOR. The system : questionnaires 
to all soliciting agencies, interview of agency head and 
agency account group by committee of Colgate admen 

Agency choice at Colgate starts with recommendations from product managers, but 
involves division head too. Above, Colgate execs huddle about agency services. They are 
(L to r.) Joseph Deimling, Lustre-Creme product mgr.; Kenneth B. Arrington, Colgate 
dental products mgr. ; Paul Elliott-Smith, Colgate's men's line and Brisk product mgr.; 
Edward Gumpert, general products mgr. for toiletries articles division; Paul Byrne, ass't 
product mgr.: Stanley II. Pulver, media manager. These men review agency presentations 

I his week D'Arcy went to work as 
the new agency for Colgate's Halo, a 
$2 million-plus brand with a fondness 
for network and spot tv. (The two 
that just missed: Geyer and Fletcher 
D. Richards.) 

D'Arcy won out mainly by showing 
sales results for its clients which out- 
paced growth in their respective in- 

"And that is what advertising is all 
about," as a Colgate adman told 


One of the key members of the com- 
mittee picking D'Arcy was Ed Gum- 
pert, general product manager of the 
Colgate toiletries articles division. Here 
is his step-by-step story of how Colgate 
goes about picking an agency — told to 
sponsor just a few hours before the 
choice of D'Arcy became official late 
last week. 

By implication some of the points 
Gumpert makes are also what the firm 
expects of its current agencies: 

Q. How do you decide which agen- 
cies are in the running? 
A. We held a series of informal meet 
ings among ourselves to decide on the 
exact nature of the product's needs be 
fore we came up with agency names. 

Q. Who was involved in these 
omrnen da tions ? 
A. The product manager, director of 
marketing for our division, the head of 
our division, our media director and I. 
Together, we tried to pin down the 
product's problems — whether it needed 
more creative copy, had a media prob- 
lem or had a motivation problem. 

These meetings on the needs of the 
product brought up suggestions of 
agencies that might fill the bill. 

Q. How do you first contact these 
agencies ? 

A. Our first step is a general ques- 
tionnaire that any agency interested in 
the account could answer. (See ques- 
tionnaire on page 31.) We got about 
20 returns which we studied carefully 
against the needs we had sketched out 
for the product. After elimination be- 
cause of product conflicts or because 
they didn't fit the idea we started with, 
we wound up with about half of the 
answering agencies still in the run- 

We invited these agencies in for in- 

{Please turn to page 68) 


More beans for Beantown 

are prescribed by ad doctor 

R. F. O'Brien, agencyman for 

Homemaker's baked beans, 

as he signs WORL time 

contract. Witnessing, 

U. to r.) , station manager 

A. E. Haley; Chet Soule Sr., 

Monmouth Canning treas.; 

WORL salesman Hal Segal 


Beans are big in Boston, but a crowded market didn't offer room 
for Homemaker's brand. So, it created its own niche with the 
blast of saturation radio. Now it's third seller among 32 

After, "Boston 
to capitalize on 

featured on label 
baked bean fame 

^^ an radio advertising sell refrigera- 
tors to Eskimos? 

Executives at Monmouth Canning 
Co., Portland. Me., think maybe it 
can, judging from the coup it pulled 
for them. Radio took their virtually 
unknown Homemaker's brand of baked 
beans and built it into the number 
three seller in what is probably the 
best-supplied bean town in the country 
— Boston. 

When Monmouth, a vegetable and 

bean packer for over 50 years, e\ed 
the Boston bean market in late 1954, it 
found an area already saturated with 
more than its share of big-name brand 
names. Friend's, B&M, Heinz, Van 
Camp, Campbell's. Libby's and numer- 
ous private label brands kept the local 
store shelves well stocked. Boston evi- 
dently needed another bean brand like 
it needed another Scollay Square. 

But Monmouth went in anyway and, 
in a little over two vears with about 


Selling beans is serious business to Boston disk jockeys, and they find the cam 

$25,000 invested in radio, it shot from 
nowhere to it> present third-place rank- 
ing in this 32-brand field of baked 

Prior to the first radio campaign, in 
September. 1955. package and label re- 
design h\ Robert F. O'Brien & Co., 
Boston advertising agency, outfitted 
the product for the big push. 

Research into the market's bean 
brands turned up an interesting fact. 
Of all the beans in a city famous 
throughout the world for the product. 
none used the key word '"Boston"' in 
their brand names. 

Monmouth immediately switched its 
name from "Homemaker's New Eng- 
land Oven-Style Baked Beans" to 
"Homemaker's BOSTON Baked 
Beans." "Homemaker's" appeared in 
small print, with "Boston" empha- 
sized. The label redesign further in- 
corporated an authentic signpost of 
colonial days, the coach-and-four and 
the tollhouse — all done in bright red. 
white and blue. The container was 
changed to an easier-to-stock glass 
beanpot, heat 'n serve style. 

Following the package overhaul, 
Homemaker's bowed into Boston via 
test stocking by two large grocery 

Food brokers pushed the brand by 
obtaining mass displays, holding in- 
store demonstrations and utilizing 
dealer incentives and consumer pre- 
miums at point-of-purchase. A third 
food chain was added to the distribu- 
tion list and test-stocked Homemaker's 
in 10 of its stores. 

The beans sold, but for the most 
part area store buyers were still dubi- 
ous — "it won't sell over the long haul" 
was their attitude. Saturation radio 
changed that attitude in late 1955. 

Monmouth reveals that most Boston 
agencies soliciting the account advised 
tv advertising because of the visual im- 
pact of Homemaker's glass beanpot 

Why, then, the selection of radio? 

With their limited initial budget 
(about $8,500), Monmouth executives 
boughl agency head O'Brien's belief 
in the power of radio's multiple recall 

impressions in a saturation campaign. 

O'Brien told them "an advertiser 
who buys five tv announcements a 
week and thinks he's getting adequate 
coverage is whistling Dixie. Five an- 
nouncements in a broadcast week is 
negligible. At that rate, how many 
thousands don't hear your message?" 
the New England adman reasoned. 

O'Brien opened Homemaker's air 
schedule with a saturation campaign 
on one independent station, WORL, in 
September 1955. For the first month, 
30 one-minute and nine 20-second 
spots, along with six 10-minute musk- 
programs, were used per week. Fol- 
lowing this campaign, a series of oth- 
ers carried Homemaker's WORL radio 
advertising through November 1956 
with heavy weekly schedules using 
minutes, 20's and some 10's. 

Spots and program commercials all 
pushed Homemaker's as "the real 
thing" in Boston baked beans. The 
sales messages were run from 7:00 
a.m. to 4:00 p.m. daily, with heaviest 
concentration during the prime house- 
wife listening hours of 9:00 a.m. to 
12 :00 noon, and 3 :00 to 4:00 p.m. 

Out-of-state motorists coming into 
the area also were targets for the 
Homemaker's commercials. They were 
exhorted to make their tour of historic 
Boston complete by trying Home- 
maker's — and purchase of the product 
to take home as a memento was sug- 

Merchandising: During this first 14- 
month period, station merchandising 
helped put the Homemaker's campaign 

Jumbo postcard mailing were sent 
to the trade; listeners were hit with an 
offer to send in a cap from the Home- 
maker's jar to receive a coupon good 
for another jar free. WORL estimates 
it took in over 1,000 caps during this 

An all-day remote broadcast was 
aired from a super-market. Disk 
jockeys ran their shows from the 
Homemaker's section in the store, in- 
ter\ tewing shoppers and drawing at- 
tention to the Homemaker's displays. 

The extensive merchandising paid 
off materially when a fourth food 
chain stocked Homemaker's in all of 
its stores. 

Increased sales resulted in another 
packaging innovation. Research among 
housewives purchasing Homemaker's 
revealed their desire for a smaller con- 
tainer. Monmouth added an 11-oz. 
pantry-pack tin to its line. This move 
again added more chains to the distri- 
bution picture, leaving only one major 
chain in the area remaining without 
Homemaker's on its shelves. 

More radio: During the early months 
of 1957, Homemaker's used three other 
radio stations in Boston; WNAC, WBZ 


lory is their best prep school for bean sales 

WORL staffers get first-hand view of 
Homemaker's processing at canning plant. 
Grouped (/. to r.) , agencyman O'Brien: 
WORUs salesman Segal; d.j.'s Dave Maynard, 
Greg Finn and Stan Richards : station mana- 
ger Haley; d.j. Norm Tu/in, and Monmouth 
Canning's Chet Soule Jr. Discussing canning 
procedures is Monmouth's Richard White 

and WCOP. In July, it started its big- 
gest pitch via radio. 

The brand bought a campaign rep- 
resenting the largest advertising bud- 
get in station WORL's history. The 
campaign started with 40 minute and 
60 20-second spots per week, continu- 
ing through December with frequen- 
cies ranging from 60-85 announce- 
ments per week. Recorded and live 
commercials, still pushing "the real 
thing" theme, were used. 

Station merchandising activities 
again played a prime role. The entire 
staff of WORL d.j.'s, along with ac- 
count salesman Harold Segal and sta- 
tion manager Arthur Haley, paid an 
all-day visit to the Monmouth cannery 

in Portland. I See picture above.) 
They learned the entire production 
process from raw beans to the pack- 
aged and labeled Homemaker's prod- 
uct. Haley, holding to the theory that 
an announcer can do best with a prod- 
uct he knows personally, told SPONSOR, 
"the glass jar of beans our staffers 
were going to sell on the air became as 
familiar to them as their own first 
names. This kind of close, first-hand 
contact with the product and its pro- 
duction enables our announcers to sell 
Homemaker's more convincingly." 

Merchandising activities to the trade 

included telegrams to New England's 

grocery buyers informing them of the 

{Please turn to page 59) 

Homemaker's Boston Baked Beans signs 
biggest radio contract ever placed with 
Radio Station WORL, Boston. 

I U*8tST MM CM»P» WS T0H 8* Kt0 B "'' S * W l 

Merchandising to the trade it 
gram mailers, jumbo postcards < 
displays. Consumers received 

11 JANUARY 1958 

2 »/.-,»-,. 


Re-evaluation in 1943 was 
starting point for current 
dominance. Though not a 
big user of net radio it 
denies bias toward medium 

M<< iann uses spot radio 
as shock troops, says 
home office media chief 

"Media today must be 
mobile and flexible," says 
II ill mm Dekker, media 
director of McCann-Erick- 
sons home office. "As a 
marketing-minded firm we 


l>n\ ii premium in term 
advertising where we want 
it and with the required 
pressure. . . . Hack in 
L943 Mi (n n a uiis in 
about fifth place in total 
bitting* but less than 20th 
place with radio. Mc- 
Cann decided to take a 
fresh looh at the medium 

are aware of the competitive 
picture. The competition 
for supermarket shelf 
space means that a brand 
that doesn't move is de- 
listed in a hurry. With 
spot radio we can concen- 
trate on markets of our 
choice. We are willing to 

/ cost-per- 1,000 to place our 


/s n result, in about five 
years we had moved to 

ninth plate." 

by Alfred J. Jaffe 

i\.\\y yen to generalize about the me- 
dia policies of McCann-Erickson in- 
evitably bucks up against the many ifs 
and buts that are bound to crop up in 
describing an operation as large and 
complex as the nation's biggest buyer 
of tv and radio. 

McCann has a variegated client list. 
As William Dekker, home office media 
chief, points out, no one type of ac- 
count dominates. The agency while 
loaded with package goods, which 
could easily explain its heavy air 
usage, also represents a long list of 
durable goods, soft goods and indus- 
trial firms. 

And note that Ted Bates and SSCB, 
two outstanding package goods agen- 
cies, devote a higher percentage of ad 
spending to air media than McCann. 
Other top agencies like B&B, Leo Bur- 
nett, D-F-S and William Esty — where 
package goods are less important but 
still predominate — also lay out a larg- 
er share to tv and radio. 

Leaving out the Marschalk & Pratt 
division, in which package goods are a 
definite minority, McCann's client ros- 
ter includes 16 industrials, seven build- 
ing material advertisers. 10 utilities, 
eight petroleum firms, eight companies 
selling either home furnishings, appli- 



ances or equipment and six financial 

The expectation of a "balanced"' 
use of air media is both borne out and 
confounded by the facts. Despite its 
ranking status in tv-radio, McCann 
does not lead in spending in any of 
the four air media. SPONSOR figures 
show that J. Walter Thompson spends 
more in network tv, Bates spends more 
in spot tv while BBDO spends as much 
in spot radio. On the other hand, Mc- 
Cann spends almost nothing in net- 
work radio. 

McCann's No. 1 position in the air 
media is the culmination of a 15-year 
history in which, first, radio and, then, 
tv received increasing emphasis. This 
is partly the result of the clients Mc- 
Cann acquired as well as a conscious 
effort back in the 1940's to find more 
uses for radio. 

"Back around 1943," Dekker said, 
"McCann was in about fifth place in 
total billings but less than 20th place 
with radio. In the print media, Mc- 
Cann ranked high in almost every in- 
stance. If I'm not mistaken, in most 
cases the agency was in fifth place or 
better in the various print categories. 
It was big in outdoor, for one thing. 
Esso and Nabisco were heavy users of 

With around 10% of its billings 
going into radio, McCann decided at 
that time it was overlooking some 
good bets in the medium. It also felt 
a better balance of media usage was 
called for. As a result, the radio de- 
partment was reorganized and a cen- 
tral radio operation was created. Dek- 
ker joined McCann at that time as 
{Article continues next page) 










New York home office 

Bulova . ___ . - 









Chrysler Cor,,. __ . _ 





Chrysler Div. _ 

Coca-Cola & Bottlers _ 




Columbia Records __ 

Corn Products _ 




Esso - — 





Hood Rubber _.. 

Lehn & Fink- . _ 


Liggett & Myers _ — ___ 




Look Magazine . 



Wennen . 








Nestle . . _ 
Standard Oil (N.J.) 




Wesdnghouse .. - 




Chicago office 

Bell & Howell __ 


Brunswick-Balke Collender Co. 


Carter Oil Co. .. 



Helene Curtis Inc. 


Derb) Foods, Inc. 


Lewis Howe Co. 



Milk Foundation 


Milnot Co. _. 


Rival Packing Co. _. 



Swift '& Co. . . 




Cleveland Office 

Anchor Hocking Glass . .... 



Clev. Eke. Illuminating 



Columbus & South. Ohio Electric 



Manners Restaurants, Inc 



National City Bank 



Ohio Bell Telephone . 










Los Angeles office 

Bell Brand Foods, Inc > 


Southern California Gas 


Southern Counties Gas .. _ . 


1 . S. Borax & Chemical ..._ 


Portland office 

Carter Oil Co., Pacific Div. 



Coca-Cola Bottlers 1 



Pacific Power & Light Co 



Houston office 

Geo. H. Dentler & Sons 



Fidelity Chemical Corp 


Foley's - 



Houston Coca-Cola _ 



Houston Natural Gas 



Humble Oil & Refining 



Paymaster Feed Mills _ 



Texas Rice Promotion Assn. 


San Francisco office 

American Trust Co 

California Packing Co 



California Spray Chemical 



Lucky Lager Brewing Co _ 



S.O.S. Co. _.... 




Louisville office 

Lincoln Bank & Trust Co 


11 JANUARY 1958 

McCann stimulates ti-radio commercial writers by tearing 
do uii walls between print and air creative people. Air 
writers benefit from the ad experience of print veterans 

head timebuyer in the newly-organized 
radio department. At the same time a 
continuing radio research program was 

These two steps produced the follow- 
ing results: In about five \ears, Mc- 
Cann had moved up to ninth position 
in radio hillings among U. S. agencies 
and increased radio billings to ahout 
25' ; of its total. However, this growth 
in radio usage was not at the expense 
of other media since the advertising 
indtistrx was growing fast. The initial 
growth was in spot with network pur- 
chases added subsequently. 

"The momentum of that push 15 
years ago has carried through to the 
present." Dekker said. "This is not a 
matter of automatically pushing for- 
ward with a poli<\ previously decided 
upon, no matter what — although it did 
involve a thoughtful, planned course of 
action. We had a lot of success with 
radio. If we didn't have our feet on 
the ground, we might almost have been 
carried awaj with our success." 

In 1949 McCann hired its first t\ 
director and established a tv unit in 
the radio department. However, a lot 
of mone) was invested before the agen- 
c) was able to get a dollar in commis- 
sions, much less show a profit. 

The research program during these 
years of growth was spread over both 
the quantitative and qualitative areas, 
although the former was (and is) used 
much more because of its availability. 
However, at one time McCann was the 
onlj agency to have the Lazarsfeld- 
Stanton program analyze] I a magnetic 
tape recording setup with "like" and 
"dislike" buttons for the respondents 
so that immediate reactions could be 
measured i installed on ii- premises. 
Work in audience-reaction analyses, 
especiall) for commercials, has been a 
constant feature of McCann's air re- 
search program. 

There's far from enough qualitative 

research around to satisfy the media 
department but that is not to say that 
it doesn't welcome the quantitative ma- 
terial that is around. All three basic 
types of station audience data are 
used: (1) coverage or station signal 
strength data to pinpoint potential 
reach; (2) circulation data of the NCS 
type to indicate general audience 
strength by areas; and (3) ratings for 
specific audience count. To the ques- 
tion of whether McCann was going to 
subscribe to NCS#3, Dekker's answer 
was a resounding, "Yes!" Like all top 
agencies, however, McCann uses NCS 
data as a base on top of which agency 
researchers add their own judgment, 
formulas and research — the details of 
which are none of your business. 

In seeking clues to McCann's think- 
ing about media, outsiders have inter- 
preted lack of recent light net radio 
usage as more or less agency policy. 
This has certainly been the feeling of 
radio network people, who found them- 
selves able to crack McCann in only 
a few instances during 1957. 

Few agencies will admit to a gen- 
eralized bias against a particular me- 
dium, certainly not an agency with as 
broad a client list as McCann. This is 
not to say, however, that a denial of 
such policy is mere diplomacy. 

Be that as it may, agency president 
Marion Harper Jr. states flatly that the 
fact few McCann clients use network 
radio at present has no special signifi- 
cance. He said that currently there are 
few cases of marketing problems of 
any McCann client indicating a need 
for the medium, but that when such 
a problem arises, McCann will use it. 

A strong endorsement of network 
radio's place in today's media picture 
was made before the ANA last fall by 
Lansing Lindquist, vice president and 
associate director of the tv-radio pro- 
gram service department. Lindquist 
said, in the text of his speech, "Today, 

Search for 

is particularly k< 
director of McG 

writing talent these days 

is Don Calhoun, creative 

:e. "Tv has . . . 

the radio networks, having put their 
backs to the wall with nowhere to go 
except forward, have gone a long wa\ 
forward. There is no doubt that net- 
work radio today is programmed, 
scheduled and priced more intelligently 
than ever before. . . . Now that the\ 
know how to program for an audience 
so peripatetic that more than 50% of 
it may be on wheels on a given Sunda\ 
afternoon, now that they have learned 
to price radio in such a way that an 
advertiser can use it more flexibly than 
any other medium, radio has reached 
a maturity that ought to confound its 

Despite McCann's appreciation of 
the advantages of network radio today, 
it is apparent that its appreciation of 
spot radio is greater. No agency spent 
more on spot radio in 1957 (McCann 
and BBDO tied for first place in spend- 
ing with $12 million each). 

In discussing McCann's particularly 
active role in spot radio, Dekker de- 
clared: "As a marketing-oriented agen- 
cy, we are very aware of the competi- 
tive picture. And the fact is that few 
companies have a flat national distribu- 
tion. That is, a firm with, say 60% 
national distribution in grocery stores. 
ma\ have from 30 to HO' < distribution 
in individual markets, although a firm 
with its own retail sales force can get 
9095 distribution across-the-board. 

11 JANUARY 1958 

. . . grown so fast there is a challenge to find 
ply of bright talent to keep up uiili it." 
research we extend ou) world oi expei 

Media today must be particularly 
mobile and flexible. Dekker stressed. 
The fierce competition for super mar- 
ket shelf space means that a brand 
that doesn't move is delisted in a hur- 
ry, he said. To meet problems such as 
these. McCanri uses spol radio as shock 
troops to apply pressure in different 
ways, at different intensities and dur- 
ing different times of the year. 

Creative nest: "There's been a lot of 
publicity about the impact of social 
scientists on the agency practice of 
advertising," Harper told SPONSOR re- 
cently, "but I would like to point oul 
that the biggest part of the McCann- 
Erickson payroll still goes to creative 

McCann nurses its creative people, 
not in the cozy, protective sense but 
in its concern with finding the proper 
relationship between each creative man 
and his fellow (and they, in turn, with 
their fact-oriented colleagues). This 
nursing is also apparent in its stimula- 
tion of the creative process, a kind of 
organized stimulation colored by Mc- 
( Please turn to page 57) 



Harr\ J. Spiro. Jr.. a New Orleans real estate man, faced a 
tough problem this fall: He had over $400,000 worth of lot- 
to sell in suburban New Orleans in a year when home build- 
ing has taken the first major downward dip since World War 
II. He also had a relatively small advertising budget, liadi- 
tionally destined for newspaper space. 

But Spiro and O. W. Joslyn. president of the Joslyn Agency 
in New Orleans, mulled over the problem and decided on an 
off-beat approach: "Let's create a radio-inspired land rush." 

The best way to create a sense of urgency about the lots, 
Spiro felt, was through a concentrated radio saturation. At 
a cost under $1,000, Joslyn Advertising bought 30 one-minute 
announcements and seven one-hour-long remotes on WTIX. 
New Orleans, to be concentrated on weekends and at night 
to reach the whole family. 

During the first weekend of radio advertising, the land rush 
was on: Spiro sold $250,000 worth of lots or 60^ of his 
entire development holdings by Monday morning. 

On his less than si. 110(1 expenditure in nighttime and week- 
end radio, Spiro got a $250 to one return. 

The broadcasts were made by\ Wilson, a top WTIX 
personality, who went on the air right in Spiro's field office 
at the development site. From there, he urged listeners to come 
out, to see and to buy. His programs, on the air for four 

hours on Saturday night and three hours Sunday alien n. 

reached families in their cars who were oul foi weekend driyes 
— a time when the) would be most receptive to a home-build- 
ing message. And aide to re>| d to it immediately. 

Saturation campaign <:<»t results 

Joslyn. president of Ins agency and account executive foi 
Spiro. sa>> thai the Spiro radio campaign on W Tl\ eoiiyerted 
him to a firm belieyer in nighttime and Sunday radio, \ltei 
the campaign, he wrote to Fred Rerthelson. WTIX \ .p. and 
general manage] : 

"It is a genuine pleasure for me to extend my personal 
congratulations to you and your station for the phenomenal 
selling job WTIX did this past weekend for my client, Harry 
J. Spiro, Jr.. Inc. 

"As you probably know, yve used some new-paper space, but 
the bulk of our budget went into radio — WTIX radio! For 
30 one-minute announcements and seven one-hour programs 
(7:00 to 11:00 p.m. Saturday and 3:00 to 6:00 p.m. Sunday I 
direct from Harry Spiro's field office at a cost of little under 
$1,000, we sold 60% of our 226 lots for approximately $250,- 
000. Needless to say, Fred, this was probably the wisest bu) 
Harry and I ever made. 

"Who said nighttime radio was dead? Many sales were 
made long before the 3:00-6:00 p.m. Sunday remote. I salut 
you and your on-the-air salesmen on the job you are doing— a 
job of which you and WTIX can be unhlushingh i 



The average nighttime half-hour moved up 19c 
this year, Nielsen says. But it was way below 
1955 and 1954 as well. Westerns and quizzes are 
among show types whose cost-per-1,000 fell 

llu» much are network television costs up this year? 

The common assumption is that tv costs have broken all rec- 
ords this season. Reason: the most talked about "costs" are 
investment costs — what it takes to buy in. And these, as every- 
body knows, have gone up every year since tv was a pup. 

But this week A. C. Nielsen figures released to SPONSOR show 
that, for the average nighttime half-hour, cost-per-1,000 per com- 
mercial minute is below 1954 — although there has been a rise 
since last year. 

This comparison of all half-hour nighttime shows for 1954 
through 1957 is among the highlights in the parade of figures 
which appears at right. Viewed as a living record of the trends 
in network television, the chart can provide valuable orientation 
as to where tv is going in terms of: 

• Average audience reached by the varying program types. 

• Average cost per program (time and talent) by program 
t\ pes. 

• Cost-per-1,000 per commercial minute by program types 
— as well as a breakdown on all nighttime shows by length. 

The half-hour show 7 figures are particularly revealing because 
tin- nighttime length is by far the most numerous. There are 
( )0 half-hours on the air this season compared with four quarter- 
hours, 23 hour shows, and two 90-minute shows. 

As you would assume the chart's cost trends follow audience 
preferences developed this season. Westerns show a lower cost- 
per-1,000 per commercial minute than last year — and are way 
below 1954 and 1955. 

Other show types with a lower cost-per-1,000 this year com- 
pared with last include: quiz; adult daytime serials; and once-a- 
week kid show-. 

Show types which are up include: 00-minute drama (although 
half-hour drama is down); situation comedy; adventure and 
variety in both 30- and 60-minute lengths. 

For an explanation of term- used in the charts, see the caption 
at the head of the page opposite. ^ 


General drama (30 min.) 

General drama (60 min.) 

Suspense drama (30 min.) 


Situation comedy (30 min.) 



Western drama (30 min.) 

Adventure (30 min.)* 


Variety (30 min.) 


Variety (60 min.) 

Quiz and aud. partic. (30 min.) 

Musical (30 min.) 

Informational (30 min.) 


All 15- minute shows 

o J 

$i < 

.5 © 

All 30-minute shoivs 

All 60-minute shows 

w Ja' 

All 90-minute shows 


Adult serials (15 min.) 

3| < 

Other adult ( 15 min.) 


Other adult (30 min.) 

g a 

Once-a-week (30 min.) 




Multi-weekly (15 min.) 



Period covered by chart below is September-October of 1954-1957. Audience, 
average total cost and cost-per- 1,000 per commercial minute data are simple aver- 
ages of all programs for which cost data are available. Costs are an average for 
the two weeks ending approximately 20 October for each year; audience size 
is an average for the four weeks ending 20 October. The show types listed are 
on the basis of terminology in use now. Thus the program category which was 
known as "Talent variety & music" in 1954 is dubbed "MusicaT' in 1957. 
Most show types have remained the same over these four years however. All 
figures are copyright by A. C. Nielsen and are furnished from its NTI data. 

Nielsen average audienee I Average cost per telecast I Cos!-per-l,000 commercial minutes 

(add 000) I (add 000) """""<"' sh<ws » ■"' ot this type '" " aren thesis) 

1954 1955 1956 1957 || 1954 1955 1956 1957 | 1954 1955 1956 19^ 

5,137 5,747 7,386 9,468 $51.6 $67.9 $79.9 $87.3 $4.25(13) $4.54(25) $3.91 i 10 ) $3.21(5) 





1 4,486 








1 3,953 







j 6.551 




! 9,494 




I 4.603 




|! 3,851 


















































3.71i 17 i 


























4.93(5) 6.04(6) 4.50(3) 4.43(4) 

2,907 2,846 4,038 


7,522 8,636 103.6 136.9 134.2 190.7 








4.01 (90 





6,617 8,075 none 294.4 269.4 282.9 none 4.87(3) 5.28(4) 3.95(2) 











1.87(7) 2.20(11 

S 1,302 










2.77(21) 2.80(30 

2,734. • 2,565 18.2 21.7 26.2 32.5 2.33(4) 2.52(4) 2.28(2) 3.05(4) 

2,670 3,619 4,285 21.9 31.3 45.0 51.6 2.52(5) 3.68(9) 3.24(6) 3.20(6) 

4,759 13.2 14.4 none 18.1 2.27(3) 2.07(8) none 1.27(2), 

11 JANUARY 1958 


What was your best 

audience promotion ■■ 

Todd Storz, The Storz Stations, Omaha 
We have found that our most success- 
ful audience promotion devices have 
been promotions that offer something 
of a service to listeners. The "Presi- 
dential Preference Poll." which was 

prize devices 

run for six da\s coincidentallv on 
Will!. WDGY, WQAM and KOWH, 
Omaha I then one of our properties) 
was perhaps our one most successful 
undertaking. As many as 24 extra 
phones were set up at the individual 
stations to handle the overwhelming 
response of the public. Listeners were 
invited to call in their preference, 
Eisenhower or Stevenson, and half- 
hourly tabulations were broadcast all 
da) long. Over half a million votes 
were tabulated in what turned out to 
be the biggest opinion poll ever con- 
ducted. In addition to effect ivel\ fore- 
casting the result of the impending 
election, it also was credited with help- 
in, <r to get out record numbers of vot- 
er- in all four of the cities. 

Another verv successful promotion 
was the addition of a private weather 
forecaster to supplement the regular 
Governmenl forecasts. We hired Dr. 
Irving P. krick. who was General 
Eisenhower's private forecaster in the 
E. T. 0. in wartime. These private 
reports stimulated a great deal of in- 
teresl in view of the fact that they 
were much more "long-range" than 
the Weather Bureau's. Krirk would 
forecast the weather up to a month in 
advance and in some instances even 
further. We found the idea to be par. 
ticularh effective in the summer 

months when the telephone volume of 
requests for long-range week-end re- 
ports for picnickers prompted us to 
make it a regular weeklv feature of the 

The most durable of our promotions 
has been a service called "Sound Off." 
Every hourly newscast on all of our 
stations gives the listener a chance to 
"sound off" about any of the day's 
problems. Their complaints and ideas 
get almost immediate results and this 
feature has not only been a great audi- 
ence builder, but also a most worth- 
while community service. The Miami 
City Commission just recently passed 
a very rare resolution of commenda- 
tion proclaiming what an "outstanding 
service" "Sound Off" is. 

We feel that promotions of this na- 
ture have more of a long term value 
than the ephemeral prize-laden promo- 
tion devices. 

Joseph M. Baisch, general manager, 
WREX-TV, Rock ford, III. 
The most successful audience promo- 
tion devices of WREX-TV have been 
those which blend in the strongest ele- 
ments of participation by the commu- 
nities in our family of cities, and the 
advertisers (and their agencies) with 
the station. 

Among our most successful ap- 
proaches, we have selected six: 

1. Station I.D.'s saluting WREX- 
TV's "Family of Cities." 

2. Special prestige remote telecasts. 

3. Special full sections in area news. 
papeis devoted exclusively to television 
fall programs coincidental with Chan- 
nel 13's anniversaries. 

4. Client-station sponsored theatre 
parties throughout area. 

5. Personalized sound-on-film plugs 
by visiting stars. 

6. Testimonial civic dinner screen- 
in-- of -elected programing. 

Specially prepared slides featuring 
landmarks or a "community shot" 
carry a video legend "Janesville 
watches WREX-TV, Rockford" in su- 
pered position run as station I.D.'s 
around the clock. Originally conceived 
for the four cities of 30,000 population 
or more served by WREX-TV, demand 
by r the smaller communities loyal to 
Channel 13 are now included, so a to- 
tal of over two dozen cities' salutes 
are regularly rotated daily. 

Maximum audiences have been as- 
sured by remote telecasts of Installa- 
tion of the now Bishop of the Rock- 
ford Diocese; of East and West High 
graduation ceremonies; of Vice Presi- 
dent Richard Nixon's appearance at 
the National Guard Armory; of Christ- 
mas Eve Midnight Mass. 

Two or three times yearly, a series 
of theatre parties is worked in con- 
junction with WREX-TV sponsors 
with admission by labels from the cli- 
ent's products. 

As top tv stars appear in the area, 

parties with 

client labels 
! tickets 

sound-on-film "plugs" promoting their 
show- are developed for our area. 

Len Ellis, commercial manager, WJOB, 
Hammond. Indiana 
Here is a sure-fire formula by means 
of which any radio station can have 
the push-buttons of a large number of 
car radios set to their frequency. We 
call the plan "Operation Push-Button," 
and it has been instrumental in set- 

11 JANUARY 1958 



even sold 

ting the right hand hutton in an esti- 
mated 118,000 cars to WJOB. Listed 
below is the sequence which the cam- 
paign followed. 

1. Introductory letter mailed to 
785 gas stations, service managers of 
auto agencies, and radio repair shops. 

2. Card which each participating 
dealer was asked to use acknowledging 
his participation. 

3. Form used by each participant 
to list cars serviced and to be mailed 
in weekly. 

4. Identifying sign displayed by 
each participating dealer. 

5. Reminder card sent to each par- 
ticipant the first week. 

6. Reminder card sent to each deal- 
er the third and again the fifth week. 

7. Continuity broadcast 20 times 
daily for six-week period. 

8. Weekly letter sent to each dealer 
who had submitted a list. 

9. Congratulatory letter sent out 
each week to winning dealer. 

According to lists received from 785 
dealers who were contacted, we con- 
servatively estimated that approxi- 
mately 118,000 cars actually had their 
radio push-buttons set to this station. 
We have confirmed this estimate by 
means of a fairly extensive spot check 
of dealers by telephone. 

For example, one large automobile 
dealer sells more than 3,000 cars per 
year. His service department had pre- 
viously never set push buttons to any 
particular station. This department 
now sets a button in every car they 
sell to WJOB. In addition to the cars 
serviced by dealers, many thousands 
of drivers influenced by the promotion 
set their own buttons. 

We were also pleasantly surprised 
by getting new business from several 
of the dealers who were impressed by 
the traffic created by radio. 

All in all, we consider it to have 
been the most highly successful audi- 
ence promotion we have ever staged, 
and intend to make of it an annual 
audience-promotion event. ^ 

11 JANUARY 1958 


turn in your nose... 
you're through!" 

We don't folio 
trends. . . i 
start them 

fit the sales 
requirements of 
the advertiser. ' 
animation inc. 8564 Melrose A', 

Hollywood 46, Calif. OLympia 2-351,0 

You've never heard it so good — 
and Pulse bears us out by rating 
WBNS radio first in 315 out of 360 
quarter hours Monday through 
Friday — 6 a.m. to midnight. And 
when you hear sales coming from 
1,707,400 folks with $3,034,624,000 
— that's "good hearin' " 
Ask John Blair. 



•Negotiations . . . 
• Financing . . . 
•Appraisals . . . 



A sound investment with 
excellent real estate and a 
long record of high earnings. 
A fine community for family 
living too! 


Wm. T. Stubblefield 

1737 DeSales St., N. W. 

EX 3-3456 


Ray V. Hamilton 

Barney Ogle 

Tribune Tower 

DE 7-2754 


Jack L. Barton 

1515 Healey Bldg. 

JA 3-3431 


Dewitt (Judge) Landis 

Fidelity Union Life Bldg. 

Rl 8-1175 


W. R. (Ike) Twining 

I I I Sutter St. 

EX 2-5671 






National and regional spot buys 
in work now or recently completed 




The Procter & Gamble Co., Cincinnati, is going into scattered 
markets for its Duncan Hines cake, cookie and other mixes. The 
campaign starts in mid-January for the contract year. The sched- 
ule: five to 10 nighttime chainbreaks per week per market; 10 to 15 
nighttime and daytime minutes. Buyers: Lee Lahey and Joe Bur- 
beck. Agency: Compton Advertising, Inc., New York. (Agency 
declined to comment.) 

General Goods Corp., White Plains, New York, is lining up sched- 
ules in major markets for its Regular Maxwell House coffee. The 
campaign kicks off in late January for 52 weeks. Minutes during 
nighttime segments are being sought, with frequencies depending 
upon the market. Buying is half-completed. Buyer: Roger Clapp. 
Agency: Benton & Bowles, Inc., New York. (Agency declined to 


Lever Bros., New York, is firming up schedules in major markets 
for its Silver Dust Blue detergent. The campaign starts in mid- 
January and runs through the middle of November; four six- week 
flights, with six weeks between each flight, are being placed. Day- 
time minutes, 7:00 a.m. to 4:00 p.m., Monday through Friday, make 
up the schedule. Frequency varies with the market. Buyer: Ira 
Gonsier. Agency: SSCB. New York. (Agency declined to comment.) 

Colgate-Palmolive Co., New York, is scheduling announcements in 
major markets for its Super Suds detergent. Schedules depend upon 
the market: some run for 52 weeks, others for 13 weeks. Minutes 
during daytime hours are being slotted, with frequencies varying. 
Buyer: Garry Pranzo. Agency: Cunningham & Walsh. New York. 
(Agency declined to comment.) 

Liggett & Myers Tobacco Co., New York, is running announce- 
ments in a number of markets during January and February for its 
Chesterfield cigarettes. Announcements: Minutes, 20's and I.D.'s 
during late afternoon periods, with some afternoon spotting; fre- 
quencies vary. Buyer: Virginia Conway. Agency: McCann-F.rick- 
son. Inc.. New York. 


Time, Inc., New York, is preparing a major nationwide campaign 
to promote Life magazine subscription sales. 43 radio markets and 
26 tv markets are planned. The starting dates are staggered, be- 
ginning 20 January and running through 7 February. The adver- 
tiser is seeking a dual audience: in tv, minutes, 20's and I.D.'s in 
prime time; in radio, 20's and chainbreaks during early morning 
and late afternoon, with some women's shows, sportscasts and news 
segments. Buying is not completed. Buyer: Bill Dollard. Agency: 
Young & Rubicam, Inc., New York. 



Channel 12 



And from 3 PM to Midnight Monday 
through Friday KONO-TV has MORE 
firsts as ALL other San Antonio 
stations COMBINED! 110% MORE 
than all competition! (122 firsts vs 58) 





Capsule case histories of successful 
local and regional radio campaigns 



SPONSOR: Massey's Service Center AGENCY: Direct 

Capsule case history: Massey's Service Center in Monroe, 
La., had tried many diversified advertising tactics over the 
years. Some met with moderate success. However, none 
approached the overwhelming success achieved with the 
Disc Jockey Derby Marathon on KNOE. In February of 
last year Ben Parnell, co-owner and manager of Massey's 
Service Center, bought approximately $700 in time on 
KNOE during the 10-day marathon staged by the jockeys 
of KNOE. The campaign resulted in the largest flow of 
automobiles in Massey's history — nearly $20,000 in busi- 
ness. As KNOE was the only media contact with the con- 
sumer, Parnell attributed the success to the direct sales 
pull of KNOE. Prior to this schedule, Massey's was a 
hesitant buyer of radio and had devoted most of their 
advertising budget to print. "I hope that you will let me 
be one of your most enthusiastic boosters and advertisers," 
Parnell told the station. "I'm certainly sold on radio results." 
KNOE, Monroe, La. PURCHASE: Announcements 


SPONSOR: Willow Springs Bottling Co. AGENCY: Direct 

Capsule case history: A few months ago Al Riedman, 
manager of the Willow Springs Bottling Co. bought a small 
schedule on KIOA, Des Moines. The campaign consisted of 
a one-minute spot Mondays through Fridays and full spon- 
sorship of a Sunday disk jockey show to push Hires Root 
Beer for Willow Springs, the regional distributor. Other 
advertising was at a minimum. The results exceeded Ried- 
man's greatest expectations. The staff of KIOA planned the 
entire campaign to gain maximum impact within Willow's 
limited budget. Riedman reported sales to 1 e the highest in 
the firm's history, and they're continuing to rise at a faster 
pace than ever before. Prior to this schedule Willow 
Springs had had little dealings with the radio medium. 
Riedman is so pleased at the results of this campaign he 
plans to continue using radio with an increased budget. 
"The medium returns many-fold every dollar invested in 
it," he says. "It certainly does the job for us." 
KIOA, Des Moines, Iowa 


SPONSOR: J. R. Thomas AGENCY: Direct 

Capsule case history: In the past, the J. R. Thomas shoe 
store and children's shop in Charlotte, N. C, has been a 
sporadic user of radio. Until recently the major portion 
of his advertising budget was funneled to other media. 
Starting 21 August he placed a consistent campaign of one 
announcement per day on the WSOC Drum's Late Show, 
heard Monday through Friday from 5:05 to 6:00 p.m. The 
cost was only S2P> a week. The spots were live with a copy 
change twice monthly. Thomas used no other media with 
the exception of a small newspaper schedule. The local 
appeal of Dewey Drum and his ability as an air salesman 
was a major factor in sales success. Business volume has 
risen 1")'' ami i- steadil) increasing. Due to the outstand- 
ing sales results received, J. R. Thomas has renewed his 
campaign for an additional 52-week schedule. "In no other 
media can I get such a large and receptive audience so 
economical!) as in radio." he commented, "I give credit to 
WSOC salesmanship for the increase in our shoe sales." 
WSOC, Charlotte, Y <:. PI RCHASE: Announcements 


SPONSOR: The Jenkens Music Co. AGENCY: Direct 

Capsule case history: The Jenkens Music Co., one of the 
largest retail music outlets in Tulsa (all musical instruments 
including pianos and organs, plus radio and tv sets, phono- 
graphs, records and sheet music), used radio in the past 
and was reluctant to try the medium again. However, 
KAKC, Tulsa, set up a schedule for Jenkens on music-and- 
news programs featuring local personalities with high audi- 
ence popularity. In a special Magnavox promotion alone, 
which cost Jenkens under $300 for time, the store sold 
$12,000 worth of the instruments. In addition, this sched- 
ule brought to the store the heaviest traffic Jenkens has 
known in several years and resulted in more sales in all its 
other departments; the 157o volume increase in the record 
division is representative. Because of the impact of its 
announcements, Jenkens has now doubled its radio expendi- 
ture. "Radio now has a permanent place in our advertising 
budget," said B. F. Franklin, Jenkens' tv and appliance 
manager for the Jenkens Music Co. 
KAKC, Tulsa PURCHASE: Announcements 


Washington's doubled its ears in 17 years 

It took the Washington Metropolitan Area only 17 years — from 1940 to 1957 — 
to jump from one million to two million in population. It had taken 140 years to 
reach the first million mark. That's a sign of phenomenal growth. Here's another. 
Since 1930 Washington's population has virtually tripled — has grown faster 
than any of the other ten largest U.S. metropolitan areas.* 

That's your lucrative market — and WWDC Radio is your logical 
station. It's no coincidence that our growth rate has paralleled the 
area's — to the point where we were first or a mighty close second 
in every PULSE survey of 1957. We have a simple formula — to be 
a listenable station to our 2,000,000-plus area audience, and a pro- 
motional station to our hundreds of national and local advertisers. 
The mutually happy result — ever-increasing listeners for us, ever- 
increasing sales for you. 


idio Washington 

'-Economic Development Committee, Washington Board of Trade REPRESENTED NATIONALLY BY JOHN BLAIR A CO. 


A pictorial review of local 
and national industry events 


"Bill the Bartender," Pabst's veteran i 

Nimmo (righl 

Perlstein, president of Pabst. N 

cials for fi\ •• \ear* during their sponsorship of hoxing h 

Pogo Poge, or Morgan White, KLO, Ogden, Utah, faces 
The Bat, famed wrestler, in a pogo stick match first six out 
of 10 falls to win. Poge won the first two falls, so enraged 
The Bat that he tossed Poge out of the ring, flattened the ref. 

Adman Ronnie Caire, Vu Orleans agenc) executive, finds 
himself a target during WNOE's recent "Fun Kadi.." promo- 
lion. With him arc WNOE salesman SJ Giangrosso and 
Chcric Lee, one of four beauties who carried WNOE promotion 
materia] to advertising agencymen throughout New Orleans 

n positions the) take during telecasl 

Miss WPST-TV, Miami, doubled her beaut) honors when 
she was elected Orange Bowl Queen. Seen b) millions during 
her reign as howl queen, Mania Valibus has been used since 
VugUSl b) the Miami station in trade magazine advertisements 

News and Idea 


Paper Mate, a Gillette subsidiary, 
estimates that unit sales for ball 
point pens will reaeh a record of 
110 million for 1957 — a growth 
of 10%. 

Sales for 1958 are expected to reach 
a 10 to 15/( increase over '57. Ball 
point sales now account for 85% of 
total sales for the pen industry. 

RCA is Iaunehing a new dealer 
trade-in campaign to promote 
sales of color tv receivers. 

The campaign features greatly in- 
creased trade-in allowances on black- 
and-white- receivers toward the pur- 
chase of color models ranging from 
$495 to $850 in price. 

Named to new jobs: Glen E. 
Davidson, formerly western sales 
manager for W. A. Sheaffer Pen Co., 
now merchandising manager of the 
firm . . . Tom Tausig, assistant direc- 
tor of advertising for P. Lorillard. He 
was formerly with station WTOP-TV, 
Washington and with Ted Bates as 
radio-tv supervisor . . . Annette 
Green, director of publicity and pro- 
motion coordinator for the Lentheric 
Division of Helene Curtis. . . . Ben 
Halsell, director of advertising and 
sales promotion for the Texas Co. 

Whirlpool Corp. has purchased 
from Servel the patents and pro- 
duction properties of the Servel 
gas refrigerator and ice maker. 

The cash purchase price: approxi- 
mately $6,500,000, with $1,600,000 
paid by Servel for fulfillment of con- 
tractual obligations. 

Servel, which will be marketed as 
an RCA Whirlpool brand, fills out the 
line of major electric appliances manu- 
factured by Whirlpool. 


Ken Beirn has become an agency 
president for the third time: this 
time for C. J. LaRoche & Co. 

Beirn's last presidential stand was 
Ruthrauff & Ryan. Before that, Biow. 

11 JANUARY 1958 

At LaRoche. James Webb moves up 
to chairman of the board and Chet 
LaRoche himself becomes treasurer 
and chairman of the executive com- 

Sam Fry has joined the media set- 
up at Ogilvy, Benson & Mather 
after five years at Colgate. 

Fry suddenly left Colgate where his 
last post was media director for the 
household division. Fry's background 
rates him as one of the best media 
strategists on soap products in the 
business. OB&M has some Lever busi 

Grant Advertising has opened five 
more overseas offices. 

The new offices are located in Singa- 
pore, Malaya; Colombo, Ceylon; 
Nassau; Bahamas; and Salisbury and 
Bulawayo, Southern Rhodesia. 

Grant offices around the world now 
number 40. with 9 in the U.S. 

D'Arcy Advertising will handle 
Colgate-Palmolive's Halo Sham- 
poo account, which was resigned 
recently by Carl S. Brown Co. 

Billings on the account run close to 
$3,000,000. The Vel Beauty Bar ac- 
count, likewise resigned by Brown, 
may also go to D'Arcy. 

Erwin, Wasey & Company of the 
South, an Oklahoma City agency 
handling 31 southern accounts, is 
changing its name to Humphrey, 
Williamson & Gibson, Inc. 

The agency was for seventeen years 
affiliated with Erwin. Wasey, now 
merged with Ruthrauff & Ryan. 

Glenn Advertising, of Los An- 
geles, thinks the best way to pick 
a show for a client is to telecast 
several pilots and let the viewers 
vote on which they like best. 

The agency calls its idea the Pilot 

Account switches: American Vis- 
cose Corp. on 31 March will move 
its advertising from N. W. Ayer to 



I buy- 

, • « "•:., k, r;"' B '"" i 

J market f n , lowing 1 

9 sal" 8 


? \ete 

9 \«* 

io homes 

reached by KFJI. These 
many listeners with the 
"KFJI news habit" are 

yo ™ ""tamer, V hen you 
*°Hyour story 0nKFlf> 

V<ymirt\aJjeA~ . . . 


* money markets" 

Best Buu 



Ask \V\e Meeker Co. 

5000 W 

Arndt, Preston, Chapin, Lamb \ Keen, 
Philadelphia . . . D. L. Clark Candy 

< »». i- moving its account again, this 
time t<> Maxon from Grant Advertis- 
ing . . . Whitehall IMiarmacal has 
moved Kolynos tooth paste from Grej 
Advertising to Tatham-Laird. Billings 
on Kolynos and other products are 
expected to run around SI million. 

Other agency appointments: S. E. 
Zubrow, Philadelphia, for E. B. 
Evans, Inc., manufacturers of sundae 
toppings and syrups . . . Burke Dowl- 
ing Adams for Colt's Patent Fire 
Arms Manufacturing Co. 

C. Wendel Muench, founder and 
president of C. Wendel Muench ad- 
vertising agency, has joined Henri, 
Hurst & McDonald, Chicago, as v.p. 
and member of the executive plans 

Dwight Mills, chairman of the execu- 
tive committee of Kenyon & Eckhardt, 
retired from the agency 31 December. 

People: Frank Taubes and Wib 
lard Benner, creative supervisors for 
Ted Bates . . . Nan Marquand, in 

charge of tv talent, and Stephen Kap- 
lan, now doing tv programing, for 
BBDO . . . Bernice "Bunny" Walk- 
er, media director of Goodman Ad- 
vertising . . . Santo Calapai, art di- 
rector for Burke Dowling Adams . . . 
Charles Powers, director of tv-radio 
commercial service department, and 
Thomas Greenhow, director of pro- 
graming for McCann-Erickson, L.A. 
. . . Clifford Botway to the media 
department of Ogilvy, Benson & 

They became v.p.'s: E. Williams 
Burke and Charles R. Strotz of 

Campbell-Mithun, Minneapolis . . . 
John Emmart of Roy S. Durstine, 
San Francisco . . . Harmon O. Nel- 
son of Stromberger, LaVene, McKen- 
zie, L.A. . . . Milt Walt of Goodman 
Advertising, L.A. . . . George B. 
Beaumont of Benton & Bowles . . . 
William R. Wright of Young & 
Rubicam, Chicago . . . Robert H. 
Jones and David T. Thomas of 
McCann-Erickson Corp. (Internation- 
al), a division of McCann-Erickson, 
Inc. . . . Walter E. Rahel, v.p., and 
Albert W. Emery, executive v.p. of 
Harris D. McKinney, Inc., Philadel- 


This was the week for year-end 
reports assessing the growth and 
future of network radio. 

CBS cites these highlights: 

• Set ownership stands at 969? 
ol I .S, families, multiple-set owner- 
ship is higher than ever before, and 
car radios number 'M) ] ._> million. 

• Advertiser activity is brisk, 
with 14 of the 15 companies using 
radio in 1948 back on CBS. 

• There is a pattern of undivided 
full-sponsorship of network pro- 
grams. Among them on CBS are the 
Ford Road Show, Jack Benny for the 
Home Insurance Co. of New York, 
Philip Morris Country Music Show, 
the Longines Hour, Just Entertainment 
and the Howard Miller Show for the 
William Wrigley Co., Lowell Thomas 
and the News for Delco Batteries, and 
independent newscasts for Chevrolet 
and Miles Laboratories. 

ABN sets forth the year's growth 
in these terms : 

• Radio sets were purchased by 
14 million Americans in '57 — the ma- 
jority not replacement but additional 

• ABN redesigned its program 
structure to meet the needs of Ameri- 
cans on the move. The programing 
emphasis now is on personality. 

• Supporting ABN's new programs 
are Chevrolet, H. J. Heinz, Sterling 
Drug, Twentieth Century Fox, Nescafe 
and Knox Gelatin. 

Mutual's president Paul Roberts 
describes 1957 as the "year of ra- 
dio revolution.' 1 

Quoting from his statement: 

"There is only brightness and light 
ahead for all radio — for the network, 
for its affiliated stations, for FM. 

"Many factors lead to this predic- 
tion. Most basic are the following: 
I I i ever increasing numbers of radio 
sets being sold — many more units per 
year than tv receivers; (2) greater 
realization by advertisers of the mass 
impact, and economy, of radio adver- 
tising and (3), probably most impor- 
tant, down-to-earth realization by sta- 
tion owners and managers of the need 
to exploit their radio medium as much 
as possible." 

Major advertiser buys on the net- 

Four advertisers have placed $3 
million with NBC-TV in daytime 

Corn Products will sponsor for 52 
weeks segments of The Price Is Right, 
It Could Be You, NBC Matinee Thea- 
ter and Queen for a Day. 

Other daytime buys were made by 
Nan Camp. II. W. Gossard and Men- 

In a nighttime buy. United States 
Time Corp. for Timex will sponsor 
one-half of NBC's Steve Allen Show on 
alternate Sundays starting 26 January. 

On ABC TV, these four adver- 
tisers have signed: 

Bristol-Myers for Bufferin has pur- 
chased participations in West Point, 
Scotland Yard, and John Daly and the 

Lever Bros, for Wisk, Joe Lowe in 
behalf of its Popsicles, and Peter Paul 
for Mounds and Almond Joy have 
bought into American Bandstand, new 
daytime show on ABC-TV. 

Bristol-Myers for Bufferin and Vi- 
talis has signed in as third sponsor of 
CBS' Perry Mason. 

It will share alternate week sponsor- 
ship beginning 4 January with Libby- 
Owens-Ford. Purex is sole sponsor on 
the alternate weeks. 

Milestone: NBC-TV's weekday show 
Modern Romances will reach its 1,000 
performance on 16 January. 

CBS Radio has scheduled a new 
15-minute afternoon drama series 
titled The Couple Next Door. 

It stars Peg Lynch and Alan Bunch. 

Mutual will begin after-midnight 
programing on 13 January with 
The Barry Gray Show. 

The show, featuring interviews with 
well known personalities, will be heard 
daily from 12:05 to 2 a.m. NYT. 

This week's promotions at the net- 
works : 

Harold C. Lang, formerly assist- 
ant treasurer, has been elected control- 
ler of CBS. 

George D. Matson, controller for 
NBC, has been elected v.p. and treas- 
urer by the board of directors. Aaron 
Rubin, assistant controller, has been 
appointed controller. 

Matson succeeds Earl Rettig, who 
recently was elected president of Cali- 
fornia National Productions. 

Other net appointments: Jack 
Benson, employment manager for 


* m \\,*\ * 


led by Adam Young Inc. 




\BYs personnel department . . . 
George Arnold, manager of sales de- 
velopment for CBS Radio Spot Sales 
. Herman Keld, to NBC Spot 
Sales from CBS TV research. 

AB-PT*s Oliver Treyz likewise 
waxed enthusiastic on the status 
of tv. 

Setting forth ABC's 1957 growth to 
the position of a fully -competitive, 
fully-programed network, he cited as 
responsible two factors: 

l 1 i An increase in stations result- 
ing in a rise in homes delivered from 
75' ; at the beginning of 1957 to 85% 
at the end. ( ABC anticipates 90' ", live 
coverage during 1958.) 

(2) Recent heavy investment in new 
programing. One result: homes tuned 
in per average minute have risen from 
4,932,000 in November '56 to more 
than 7,000,000 at present. 

Treyz' prediction for 1958 in terms 
of billings: over $100 million. 


Edward Petry has taken stern is- 
sue with the Barrows report on 
tv network practices. 

Petr\. who is not a member of the 
SRA, agrees that there's a need for 
improved use and control of the air- 
waves, but he feels "indiscriminate at- 
tacks" could "hobble, if not destroy 
the very keystone of our broadcasting 

Petn in his statement to the FCC: 

• Disagreed with the Barrows con- 
clusion that network practices have 
served to restrain competition between 
network and national spot advertising. 

• Contended that if there's been any 
restraint it's been due to a lack of 
sufficient tv facilities in major mar- 

• Scouted the claim of the Barrows 
report that network option time has 
handicapped reps in selling program 
time periods in competition with the 
networks. The Petr;, Company, held 
Petry, competes aggressive!) with the 
networks for the advertiser's dollar as 
it does against other media. 

• \ Hi i in<-< 1 thai a strong station 
schedule with the "proper allocation 
of time for network programs is tin- 
most valuable thing" the reps have to 

• Warned against Government in- 
tervention in controlling network rates. 
as this has a close relationship to the 

national spot rates and local rates of 
network affiliates. 

Rep appointments: Venard, Rin- 
toul & McConnell, for KFEQ, St. 
Joseph, Mo., and for KVIL-TV, Ama- 
rillo, Texas . . . The Paul H. Raymer 

Co. for WFIE-TV, Evansville, Ind . . . 
Harlan G. Oakes & Associates, 

for Los Angeles and San Francisco for 
KWBR, Warner Bros, station in Oak- 
land, Cal. An eastcoast rep will be 
announced later. 

People : Edward R. Eadeh, the new 

director of research for Weed. 
Eadeh has been since 1955 industry 
consultant to the FCC network study 
staff . . . Dennis Roehl, account 
executive for the Detroit office of John 
Blair & Co. . . John J. Weir, account 
executive for the New York office of 
Blair Television Associates . . . Arthur 
C. Stringer, appointed v.p. of Blair 
Television. He is manager of Blair's 
Chicago office . . . George Arnold, 
manager of Sales Development for CBS 
Radio Spot Sales . . . William F. 
MacCrystall, to the sales staff of H-R 
Television, L.A. 


TvB revealed this week its esti- 
mates of tv advertising expendi- 
tures for 1957 and 1958. 

It is estimated that advertisers will 
spend $1,416,400,000 in 1958 for 

time, talent and production. This is an 
increase of $94 million over the 1957 
total estimate of $1,322,000,000. Here 
is a breakdown of the totals: 

1958 1957 

(in millions) 


694.3 661.2 

National and 

regional spot 

386.1 360.8 

Local spot 

336.0 300.0 

TvB's estimates are projected from 
the Printer's Ink-McCann-Erickson es- 
timates for 1956. 

Other data from TvB this week 
stands to refute a phrase often 
heard lately: "the boredom factor of 

Figures for the first eleven months 

• The tv advertiser reached 10% 
more daytime homes in 1957 than in 
1956, and 19% more evening homes. 

• The average evening program 
reached 1,325,000 more homes per 
broadcast in 1957 than in 1956. Day- 

11 JANUARY 1958 


) those who live on air... 

During the past 10 years advertisers and their 
agencies have spent billions of dollars on air. A lot 
of people lived on it. A lot of goods were moved. 

To those who live on air SPONSOR serves a function 
no other publication can match, for SPONSOR is 
the most definitive study of air in the broadcast in- 
dustry. It is the news of air — the plans of air — the 
progress of air — the thoughts of air — the very life of 
air — delivered to you every week — 52 weeks a year. 

Most every man who's gotten anywhere in air reads 
SPONSOR. The man who wants to get there faster 
reads SPONSOR — at home because the very chem- 
istry of broadcasting — the factors that make it move 

and earn its salt are just much too important for 
light reading on a routing list. 

If you live on air — read SPONSOR at home. Read 
it on A time — B time or C time but make sure it's 
free time at home. At the new low price of $3 a 
year you can have 52 issues of this most useful publi- 
cation in the field at your side — to see, study, tear 
out and file. It's the best investment you'll ever 
make. Order your home subscription today. 





iched 272,000 i 


TvB analysis of Nielsen viewing 
data gives further proof that tv 
viewing is on the upswing: 

• In October, L957, the average h 
home spent 5 hours and 27 minutes 
viewing t\ daily. This is the largest 
increase over the same month of the 
previous year since February, 1955. 

• In 1957 seven out of 10 months 
set all time highs for time-spent-view- 
ing per day. 

A demonstration of subliminal 
projection techniques will be made 
before the FCC, members of Con- 
gress and the Washington press 
on 13 January. 

The Subliminal Projection Co., 
New York, will stage the demonstra- 
tion over the closed circuit facilities of 

A first among new shows: Pat 

Boone's program on ABC-TV has 
scored highest in sponsor identifica- 
tion among all new shows, according 
to Trendex. It led its nearest competi- 
tor (Rosemary Clooney) by 35%. 

ARB will cover 200 markets in its 
annual survey of tv station recep- 
tion, tune-in, and UHF conver- 
sion — known as its "A-to-Z" Metro- 
politan Area Coverage Study. 

The report is expected in mid- 

RAB is giving two research proj- 
ects an immediate send-off in 

• One will attempt to gauge the im- 
portance of automobile radio to adver- 
tisers. Its objectives are to determine 
i 1 i the number of '58 cars equipped 
with radios at time of delivery and 
(2) the volume of trade-ins equipped 
with radios. A similar survey under- 
taken last year revealed that over 85% 
of cars were equipped with radios. 

• RAB is also extending its "radio 
awareness tests." 

These tests attempt to prove that 
radio can create a high degree of 
memorability among listeners. The 
method involves advertising on one or 
several stations in a market a product 
which exists but which is unknown or 
unavailable in the area. Listeners are 
then questioned as to the means by 
which they learned of the product and 
some of its features. 

To show that the 5-minute newscast 
is one of radio's best buys, RAB also 
is distributing a research report to 
this effect: 

1) A 5-minute newscast broadcast 
over a single radio station is received 
by almost one-third of the market's 
total families during a week. 

2) Over a period of four weeks 
the audience builds to half the families 
of an area reached nearly 25 times 

TvB will serve as an information 
clearing-house for the LNA-BAR tv 
network expenditure reports in this 
respect : 

It will obtain from ABC, CBS and 
NBC the station lineups for their vari- 
ous accounts. And turn this data over 
to LNA-BAR for inclusion in its 
monthly service. The service will also 
make these sponsors' individual brand 


Foreign film sales are off to a firm 

Screen Gems, for instance, has ex- 
hausted its Cuban market with the 


-and he's going to make a I 

JP i 


I©Mf IlfSlI M 


*A most significant affirmation of the effectiveness of the CBS Radio Pacific Network and 'nighttime radio. 

54 SPONSOR • 11 JANUARY 1958 

sale of five more half-hour series to 
CMBF-TV and CMQ-TV, Havana. 

The five are: Father Knows Best, 
Tales of the Texas Rangers, 77th Ben- 
gal Lancers, Jet Jackson and the sus- 
pense films from All Star Theatre. 

CBS TV Film Sales, aggressively 
pushing local merchandising of its 
films, has announced an annual award 
for the "top merchandising campaign 
devised for a CBS Film program." 

The first award is slated for Febru- 

National advertisers as a whole ap- 
parently aren't strong for barter 

An ANA survey disclosed that: 

• Only nine out of 234 surveyed 
had any dealings with barter time. 

• Of these, five were dissatisfied. 

Some highlights of NTA's 1957 year- 
end report: 

• A 148% increase in net income 
over 1956. (1957 total: $1,094,031). 

• 206% increase in exhibition con- 
tracts (to almost $18 million). 

• Total assets of $32 million, as 
against $13 million in '56. 

Burt Kleiner, with the investment firm 
of Cantor, Fitzgerald & Co., and Wil- 
liam H. Hudson, petroleum executive, 
have been named to NTA's board, re- 
placing B. Gerald Cantor and Jack M. 
Ostrow. Resignations came from con- 
flicting interests. 

Filmfl ashes : 

• Secret Service will have 39 new 
episodes in 1958. The CNP show now 
with 172 markets had better coverage 
than seven of eight nightime programs 
. . . Sales of Ziv's Sea Hunt now in- 
clude 146 markets . . . Screen Gems' 
new feature film group, Triple Crown 
sold to ten stations even before start 
of formal sales campaign. 

New Assignments: Pete Rodgers, 
named sales manager of NTA's West 
Coast division . . . Richard A. J. Mc- 
Kinney, appointed KYW-TV's film di- 


WFAA has resumed its fire against 
NCS#2's crediting this Dallas sta- 
tion with a coverage different 
from the one Nielsen gives its co- 

wavelength occupant, WBAP, Fort 

The old wound was recently opened 
when sponsor published the Katz 
Agency's Quick Spot Radio Estimator 
for Top Stations in Each Market. This 
estimator was based on figures sup- 
plied by Nielsen. 

In a letter to Nielsen v.p. John 
Churchill, WFAA's radio-tv director, 
Alex Keese, noted: 

"Apparently you gave Katz the data 
for Fort Worth as WBAP-WFAA-820 
and also apparently, you gave them the 
data for Dallas crediting WFAA- 
WBAP with the coverage for 570. 

"We feel you should have spelled 
out, in detail, the fact that both Dal- 
las and Fort Worth should be credited 
with coverage from the 820 frequency, 
giving us equal stature with WBAP. 

"When Nielsen originally put out 
this erroneous information we had a 
feeling it would hurt us, especially in 
the national spot field. We are making 
a study now to determine to what ex- 
tent we have been injured." 

Keese feels that Nielsen should in- 
sist on Katz correcting its schedule, 
"even to the extent of recalling the 

3VE !*• 

r new friends! 

JOHN *rA*» 

Newscaster first Class 

The 10 PM Richfield Reporter, one of the 

West's oldest and most distinguished 

radio news programs, will be heard on the 

CBS Radio Pacific Network 

starting January 1, 1958* 

M T M M 




More Mommies and 
Papas in SoM/fl*Ctmu<r 
Listen Daily to KiTE Than 
to Any Other Station* 

^NCS #2 

Call Avery-Knodel, 




* Billboards 

* Newspapers 

* Penn Fruit — Point of Sale 

* Direct mail 

* Displays 

See your Walkerman 

Wilmington, Dela. 


original print order and releasing a 
new but accurate tabulation." 

WEBB has joined the other Balti- 
more tv and radio stations in lil- 
ing suit against the city's tax on 

The suit states that the ordinances 
unlawfully and unconstitutionally dele- 
gate power to the city treasurer and 
other employees without proper legis- 
lative authorization. 

Here's how a radio station and a 
car dealer combined to put over a 
foreign car in an Iowa market. 

The dealer, wishing to emphasize the 
economy factor, put 10 gallons of gas 
into the sealed tank of a Simca auto, 
sent the car with two drivers off on a 
1 l.i mile junket to Louisville. 

Station KBUR, Burlington, Iowa, 
did a half hour broadcast as the car 
was readied for departure, carried 
hourly reports on the Simca's fuel con- 
sumption and handling while on the 
road and did a final wrap-up on the 
trip at the point where the car ran out 
of gas. 

Result of the promotion: three Sim- 
cas sold the day following the test. 

How KEX, Portland, Ore., encour- 
ages traffic safety: 

KEX will award $500 annually to 
the citizen group in Oregon which does 
most to promote traffic safety — with 
the proviso that the money be used to 
further the organization's accident pre- 
vention program. 

The station is itself the recipient of 
the National Safety Council's Public 
Interest Award for Exceptional Serv 
ice to Safety. 

New on the job: Don C. McCarty, 

assistant program director for WSAI, 
Cincinnati . . . Robert C. Richards, 
commercial manager of Washington 
and Baltimore for WOL, Washington 
. . . Earl Sargent, farm director for 

KWFT. Wichita Falls, Tex Frank 

Gaither, general manager for WSB, 
Atlanta . . . Jeff York, local sales 
manager for XEAK, L.A. . . . George 
H. Buschmann, executive assistant 
for Radio Cincinnati, serving stations 
WBRC, Birmingham. Ala.; WTVN, 
Columbus, Ohio; WBIR, Knoxville, 
Tenn. ; and WKRC, Cincinnati. 


f TIMES... 

,| U adult Independent. s& 

11 JANUARY 1958 


Westinghouse will hold its second 
industry-wide conference on local 
public service programing in Bal- 
timore, March 5-8. 

The meetings are designed to ad- 
vance the use of the broadcast media 
for education, information and en- 

Some 200 educators, public figures 
and broadcasters are expected to at- 

Tv "firsts" in Southern Cal: 

• KTTV, L.A., dispatched two re- 
mote telecast units to cover an armed 
robbery at an Inglewood cafe. For one 
hour and twenty-two minutes the cam- 
eras detailed the arrival of 150 police, 
firing of tear gas, surrender and ar- 
rest of the bandits and the rescue of 
six hostages. The station did two re- 
broadcasts from kines of the drama. 

• KERO-TV, Bakersfield, initi- 
ated remote telecasting for that area 
by covering a '58 model auto show 
from the Stockdale Country Club. 

Station on the air: WMBD-TV, 
Peoria, 111., did its first telecast on 
1 January, making it the first new sta- 
tion to go on the air in '58. The sta- 
tion is affiliated with CBS TV. 

New station facilities: 

• KPAR-TV, Abilene, Texas, be 
gan broadcasting from its new auxili- 
ary studios in downtown Abilene on 
9 January. 

• WAVE AM-TV, Louisville, 
plans to build a new radio-tv center 
in downtown Louisville for occupancy 
in the spring of '59. 

• WPST-TV, Miami, will begin 
operating from its new studios in 
downtown Miami on 17 January. The 
ABC affiliate boasts a 60-ft. tower atop 
its new building. 

A group of movie exhibitors in 
Cincinnati have signed with 
WKRC-TV for a year-long weather 

The buy is believed to be the first 
of such length by a movie group. 

Crosley Broadcasting on 6 Janu- 
ary opened its new Cleveland Sales 
Office to represent its stations in 
northern Ohio, Michigan and west- 
ern Pennsylvania. 

James R. Sefert, national account 
executive for WLW-C, will take charge 
of the new office. 


Where they are now: Mary War- 
ren, program director for KCOP, L.A. 
. . . Ron Schafer, merchandising and 
publicity manager for KSAN AM-TV, 
San Francisco . . . Marcus Bartlett, 
general manager for WSB-TV, Atlanta 
. . . Robert J. Reardon, director of 
sales for WNBC, West Hartford, Conn. 


Here are some excerpts from the 
FCC's broadcast revenue report 
for the calendar year of 1956: 

• Total tv and radio revenue: $1.4 
billion; 15% above 1955. 

• Tv revenues only: $896.9 mil- 
lion; 20.4% above 1955. 

• Radio revenues only: $480.6 mil- 
lion; 6% above 1955. 

• Combined tv and radio profits: 
$238.8 million; plus 21.7%. 

• Tv profits only: $189.6 million: 
plus 26.2%. 

• Radio profits only: $49.2; plus 

• Station radio sales, exclusive of 
network and regional o&o's: $410.4 
million; 9.4% increase over 1955. 

• Radio and regional sales, includ- 

ing o&o's: $70.2 million; 10.4% un- 
der 1955. 

• Radio network time only: $48.4 
million; 44.5% below 1955. 

(See Sponsor-Scope, page 10, for 

Stock market quotations: Follow- 
ing stocks in air media and related 
fields are listed each issue with quota- 
tions for Tuesday this week and Tues- 
day December 17. Quotations sup- 
plied by Merrill Lynch. Pierce, Fenner 
and Beane. 

Tues. Tues. 

Stock 17 Dec. 7 Jan. Change 

New York Stock Exchange 
AB-PT 12 13% +1% 

AT&T 16514 168% +3% 

Avco 5% 6% + % 

CBS "A" 24 26% +2% 

Columbia Pic. 13 13% + % 

Loew's 12% 14% +2% 

Paramount 32 32% + % 

RCA 28% 34% +5% 

Storer 19% 22% +2% 

20th-Fox 21% 23% +2% 

Warner Bros. 18% 17% - % 

Westinghouse 60% 63% +3% 

American Stock Exchange 
Allied Artists 3 3% + % 

Assoc. Art. Prod. 8% 8% - % 

C&C Super T 7 s & 

Dumont Labs. 3% 3% + % 

Guild Films 2% 2% + % 

NTA 6% 6% + % 

Bqsl Bu u in Miami Boach 


86th Street and 
Harding Ave. Motel 

Phone: Union 6-5514 

• Choicest Location — Convenient to 

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• 200 yards to uncrowded beach 

• Abundant Parking Space at door 

• 5 bus routes within one block 

• Dress as you please 

• Exceptionally large rooms 

• All rooms air-cooled or air-conditioned 

• Combination tile tub and showers 

• Built-in Electric Heaters 

• GE Electric Kitchens 

• Attractive modern furnishings 

(One day's deposit required 
to hold reservations) 

2 rm. Kitchenette Apt. 
Kitchenette Apt. * complete Baths 

Dec. 20 

Jan. 20 

from $3 per person 

from $4 per person 

from $7 per person 

Jan. 20 

Mar. 30 

from $5 per person 

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Apr. 1 
June 30 

from $2 per person 

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July 1 

Aug. 30 

from $3 per person 

from $4 per person 

from $7 per person 

Sept. 1 

Dec. 20 

from $2 per person 

from $2.50 per person 

from $4 per person 


[Continued from page 39) 

Cann's self-conscious, probing nature. 

At McCann. a> at main other agen- 
• ies, the term "creative" refers to the 
verbal and visual art of producing ad- 
vertisements for print and air media, 
and in no sense is meant as a reflec- 
tion on such indubitably creative ac- 
tivities as buying, producing, analyz- 
ing and babying tv programing. 

The creative department of McCann- 
Ericksons home office is headed by 
John H. Tinker. Jr.. a senior vice presi- 
dent and also chairman of the adminis- 

trative council, which advises Harper 
on various problems involving the 
home office. As "lord of all creation." 
Tinker is involved in high policy mat- 
ters so the burden of day-to-day opera- 
tions falls on Don Calhoun, who is 
titled creative director and who is as- 
sisted by Margot Sherman and Russ 
Schneider. The latter keeps Calhoun's 
desk clean of business matters. 

Next in line are five associate crea- 
tive directors, each responsible for a 
group of accounts. Three of these ex- 
ecutives were creative heads at other 
agencies. Each associate director man- 
ages a complete team of writers and 



Angling for greater sales in the 
Beaumont-Port Arthur-Orange 

area? You need the only facility 
covering this oil-rich market 
of 1,000,000 prosperous Texans- 
K F D M Beaumont Radio & TV 


art directors for both print and air me- 
dia plus t\ producers for live and film 

As part of the stimulative process, 
McCann has no barriers between the 
air and print people. This is a result 
of the tearing down of the walls some 
years ago between print writers and 
art directors. There was, for a while, 
a separation of air and print people, 
but that was done away with, too. 

"This teamwork does three good 
things," said Calhoun. "One: It inte- 
grates all advertising more closely than 
was ever possible when radio-tv was a 
separate department. Two: Tv people 
benefit from the basic advertising 
thinking that print people usually 
bring to a problem. Three: print peo- 
pie benefit by learning tv techniques. 
When the two groups work together we 
find they spark more good ideas." 

One of the most effective stimulators 
around McCann these days is Cinema 
'58 (called Cinema '57 last year). 
These are regular showings of the best 
and most interesting in the cinematic 
art from all over the world. Recent 
examples were an industrial color 
short made for Alcoa, a new Czech 
puppet film and an experimental film 
from Canada which used only Arabic 
numerals and arithmetic signs. "When- 
ever we've had a Cinema '57 showing," 
said Calhoun, "it's been standing room 
only." The department also holds 
monthly screenings of its tv output for 
the creative staff and management. 

Calhoun is proud of McCann's col- 
lection of tv-radio commercial talent, 
claims four of the hottest jingle writers 
in town plus at least three others who 
can come up with a good tune any day. 
"One of the advantages of bigness and 
success is the fact that it attracts good 
people and ambitious people from all 
over the country." 

McCann has also found acres of dia- 
monds in its own back yard. At a 
seminar to orient its print people on tv 
techniques in 1956, McCann found 12 
good writers and four good art direc- 
tors. The search for talent these days 
is especially keen. Tv has grown so 
fast there is a challenge to find a bright 
talent to keep up with it." Calhoun 

If the beardless youths who come 
into McCann are not equipped with 
the advertising basics commonly found 
in the veteran print copywriters, they 
are soon exposed to it on two research 
levels. First, there are the marketing 
facts and surveys that determine the 


copy approach and, second, there is 
the research on commercials that pro- 
vides creative people with a playback 
on results. 

While creative people operate on a 
different level than researchers, the 
creative people at McCann seem to 
work comfortably with facts. The 
agency uses the standard services as 
well as its own surveys to determine 
commercial impact. 

To Calhoun, commercial research is 
an extension of the creative man's 
world. "When Milton Berle appeared 
on Wide, Wide World, he said some- 
thing to this effect: 'The American 
audience is not one audience. It's 
thousands of different audiences. The 
gag that gets a laugh in New York can 
get a big, big yawn in Oklahoma.' 

"Research simply helps creative peo- 
ple to broaden their understanding of 
people throughout the country, to know 
how they react, how they think, how 
they feel when we talk to them. And 
that ain't a bad thing. Almost every 
creative person writes on the basis of 
his own experience and the experience 
of his friends. Research simply helps 
us meet and know more friends . . . 
millions of them." 

One of the most successful tv com- 
mercials ever turned out at McCann 
was the "sand test" commercial for 
Westinghouse which compared the 
ability of washing machines to wash 
sand out of clothes and broke Gallup 
Robinson impact records four times in 
a row. It was first presented over 
Studio One in September 1956 and the 
most recent exposure, a couple of 
months ago, got the best G-R rating of 
all. The impact of this Betty Furness 
commercial can be gauged by the fact 
that the third time it was shown, it 
was estimated that 22 million people 
not only saw but remembered it, too. 
Most important of all, since the first 
commercial, Westinghouse's share of 
the washing machine market increased 

As much as the creative man 
searches constantly for commercial ef- 
fectiveness, the judgment of his peers 
still matters. At last count, McCann 
had won 83 top awards for creative 
excellence in all fields last year, Cal- 
houn reports. "Awards aren't every- 
thing but it's nice to know that in the 
eyes of creative juries and panels — 
real pros — we seem to look fairly 
bright." &> 


(Continued from page 35) 

giant radio advertising campaign, win- 
dow displays, and a beanpot-shaped 
jumbo postcard mailing to 2,500 gro- 
cers in the New England area. 

Listeners also were brought into the 
merchandising picture. A catered 
luncheon at the station's studio-audi- 
torium drew a capacity crowd of 150 
housewives. An hour-long broadcast 
highlighted the affair. Four station 
d.j.'s were on hand to interview house- 
wives and client representatives. 

Last October another station promo- 
tion for listeners took the form of an 
all-day open house at the station. Lis- 
teners were invited in to see the stu- 
dios, watch the broadcasts and meet 
the entire staff of radio personalities, 
from the disk jockeys to the office staff. 
Hourly drawings for prizes were held. 

What was Homemaker's tie-in? Re- 
quirement for admission to the open 
house was a cap or label from the 
Homemaker's jar. In return, the stu- 
dio tour plus a free tin of the spon- 
sor's baked beans. Result: Over 3,000 
people flowed into the studio during 
that broadcast day. 

Tv enters: With sales going up stead- 
ily and expanded marketing plans 
afoot, the company supplemented its 
1957 radio advertising with spot tv, 
starting in August. 

I.D.'s were bought on WNAC-TV, 
Boston, at a frequency of about 15 per 
week on a run-of-the-schedule basis. 

A 1957 cap-off: The last holdout 
food chain took Homemaker's to its 
shelf bosom in December, five months 
after the start of Monmouth Canning's 
most ambitious radio/tv advertising 

Homemaker's now has distribution 
in all the major chains throughout 
New England; also has distribution in 
Detroit, Mich., and is conducting mar- 
ket testing in one Southern market and 
in one New York state market. 

Results of the testing will determine 
Homemaker's possible attack on other 
U.S. market areas. 

Increased sales of other Monmouth 
Canning's products is reported by com- 
pany executives as a bonus side effect 
to the Homemaker's air campaigns. 
Cut green beans, wax beans, kernel 
corn, pumpkin, squash and blueber- 
ries marketed by Monmouth Canning 
are all enjoying a sales boost. ^ 



to make hay where 
the sun shines! \ 

Only the sun covers more 
ol Florida than WFLA-TV! 


WFLA-TV blankets the fast- 
growing Tampa-St. Petersburg 
Metropolitan area where far-sight- 
ed industrialists are investing mil- 
lions of dollars in new plants and 
expanded facilities . . Florida's 2nd 
and America's 34th retail market! 

But that's not all! 1957 Trendex 
Report proves WFLA-TV delivers 
an added 40% in area rating out- 
side the Tampa-St. Petersburg Met- 
ropolitan area. In the same sur- 
vey, Tampa Station B's ratings 
show no increase outside the Met- 
ropolitan area. 

So, if you want to DOMINATE 
30 counties in Florida's richest, 
most heavily populated trade area, 
where a rocketing industrial and 
agricultural economy provides 
steady year 'round buving power 
— buy WFLA-TV — the station 
that gives you both, results and 

Channel 8-the RESULTS Channel 

National Repie*entative-BLAlR-TV Inc. 


in Washington, WRC is the speaker of the house 


It's another big win for WRC in the nation's Capital. The latest 
Nielsen* proves WRC is the Number One Radio Station from 6 pm 
to midnight every night of the week! And the lead is impressive: 

Ask now about expanding your evening schedule on WRC. And ask, too, 
for details of the important new Pulse study that proves there 
is no difference in th e quality of nighttime and morning radio 

audiences. Your NBC Spot Sales representative is the man to see! 

WRC • 980 


in, D.C.. Area-0<t<,br,-t\'onmb<r, 71 

11 JANUARY 1958 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 



Copyright 1958 

The FCC this week brought Sen. Warren Magnuson, Senate Commerce Com- 
mittee chairman, up-to-date on the status of the Barrows Network Study report. 

Said the commission in a letter to Magnuson: We have submitted to the Justice De- 
partment for study examples from the Barrows report of alleged specific violations of the 
anti-trust laws by the tv networks. "• 

The letter noted there were many similarities between the recommendations of the Bar- 
rows report and the Senate committee's own report on network practices. 

However, said the FCC, it would be premature to comment on the Senate's report until 
it had completed its study of the Barrows document. 

On the questions of independent tv production and tv talent, both of which were 
omitted from the Barrows report because of litigation to secure subpoenaed information from 
independent program packagers, the FCC said all the requested information had been re- 
ceived from the subpoenaed companies. 

However, supplemental information from other independent program producers is still 
coming in, the Commission said, and therefore no date can be set for the special report on 
programing and talent. 

The FCC indicated it would come to some decision on what to do about conveying its 
reactions to the Barrows report to the Committee with relative speed. But it pointedly failed 
to promise official FCC reaction. 

Meanwhile, the Commissioners continue to hold briefing sessions with Dean Barrow on 
the weighty, wordy report. 

There is little chance that there will be any voting on specific recommendations in any- 
thing like the near future. 

Latest thinking is that the FCC, which has already asked the webs to comment 
on the Barrows report, may open up the whole thing by asking for reactions from 
anybody else who wants to argue about it. 

This would permit the Commissioners to sit back for a long, long time before arguing 
among themselves about the thing. 

Developments are pushing the networks toward the proverbial hot seat early in this 
Congressional session, with signs that the spot will become warmer as the ' session wears 

Already asked to tell their side of the story with respect to the Barrows report, and al- 
ready under scrutiny by the Justice Department in connection with some Barrow findings, 
the webs will be forced very much on the defensive from now on. 

The FCC released radio financial data for the calendar year 1956, showing 
total radio revenues up 6% over the preceding year, but also showing more los- 
ing stations, and showing a 10% drop in network income and a 93.8% drop in 
network profits. 

(See SPONSOR-SCOPE and NEWS WRAP-UP for details of this report.) 

In issuing the bureau's annual report for the fiscal year ending 30 June 
1957 the FCC complained that its workload was increasing very fast. 

It pointed out that 1,315 stations were sold this year — an increase of 239 from 
the previous year. 


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P r F THE 

Evaluation Study 

$2.00 PER COPY 

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$1.00 PER COPY 



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Please send me the following book(s) TOTAL 


NO □ JARO HESS CARTOON SETS at $4.00 per set 

NO □ BUYERS' GUIDE ..... at $1.00 each 

NO □ TV RADIO BASICS .at $1.00 each 

NO □ TV DICTIONARY at $1.00 each 

NO □ ALL MEDIA STUDY ........ at $4.00 each 

NO □ TIME-BUYERS OF U.S. at $2.00 each 

NAME. _ 




enclosed find check bill me later 

A round-up of trade talks, 
trends and tips for admen 


II JANUARY, 1958 A surefire way for a columnist to get an ironic smile out of Madison Avenue is 

sponsor publications inc. lo w m ^ U P a diatribe about agency "interference" with this injunction: "Let's give show 
business back to the showmen." 

The sum total of network shows being produced by Madison Avenue this season: 
Three out of 94. 

Don't be surprised if network tv schedules this summer are studded with 
panel gimmicks instead of second-run films as replacements. 

Freelance producers of the panel type are getting lots of inquiries from agencies on 
what they've got in this line on the shelf or drawingboard. 

Film ideas to create a favorable image of Madison Avenue continue to pop up. 

The latest: A proposal for 26 fifteen-minute documentaries that would be jointly 
financed by ad agencies, shown on tv stations, and distributed among schools, clubs, etc. 
The Four A's operations committee is looking it over. 

A former station programing executive's distaste for watching the very fea- 
ture films he booked cost him $2,000 or more this week. 

He flunked a question at the $2,000 plateau on the identity of the Hangman of Czecho- 
slovakia, even though he had once telecast a film built around this Nazi character's 

An observation picked up from CBS's Frank Stanton during a sidewalk (Madi- 
son Avenue) chat on the business outlook: 

"Television salesmen are faced with the challenge of being able to shift gears — 
from order-taking to actual selling." 

Weather reports are something that advertisers currently buy day-in-and-out, 
but back in 1927-28 there was an advertiser who let the weather determine wheth- 
er he'd go on the air. 

The sponsor — the late I. J. Fox, furrier — would appear of an evening with Rudy Val- 
lee's band in tow at WMCA's studio in New York. 

Fox would look out of the window, and — if it looked like rain — he'd peel off $50 for a 
lialf hour of time and tell Vallee to get going. 

Why the sky inspection? Fox theorized they would listen to the radio if incle- 
ment weather kept them home. 

William Paley, whose masterminding of CBS programing is as keen as ever, thinks 
that radio's great opportunity is in the area of dispensing information. 

Figures Paley: 

Sputnik, space travel, and atomic energy have made people more avid than ever for 
explanatory and fill-in data. 

CBS' new series, Answer, Please, is the opening gambit and test of this theory. 


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{Continued from page 31) 

as such might not be mentioned when 
advertisers narrow the choice," says 
Nabisco's Harry Schroeter. "But since 
we're heavy spot users we would from 
the start give an eye to agencies with 
successful spot tv accounts." 

Manv clients cover this subject in a 
preliminary questionnaire they send 
out to agencies they'll want to inter- 
view. (Note: Recent users of this ap- 
proach include Lever, Colgate and 
Lehn & Fink.) In two- or three-page 
questionnaires they ask about the 
agency's billing, general attitude to- 
ward marketing, research, tv program, 
ing. They also want a list of accounts. 

Frequently the company's own me- 
dia expert, whether it's the ad mana- 
ger himself or a media director, then 
goes over the agency's recent air cam- 
paigns for clients with similar prob- 

"One way to spot-check the agency's 
media buying ability is to pick some 
markets that are important to our par- 
ticular product and see what the agen- 
cy has on the air for its clients in those 
cities," says Lever's Bob Prentiss, 
manager of corporate advertising poli- 

The client with a big chunk of 
money in spot tv and/or radio puts 
media buying ability at the top of his 
list. He may have some staff people 
do a thorough research project com- 
paring one agency's cost-per-1.000 bat- 
ting average with another. The bigger 
the investment in spot, the more likely 
the client is to probe into such specifics 
as organization of the agency media 
department; name and background of 
buyers to work on his account; extent 
of media research facilities. 

5. Everyone wants marketing 
services. Spot tv advertiser, Coty, 
went so far as to give marketing serv- 
ices as the major reason for choosing 
BBDO in fall 1957. 

"From the start, we considered five 
agencies big enough to offer a maxi- 
mum of marketing services in our 
line," says Coty advertising director 
William Siegel. 

Marketing is at the top of the check- 
list for giant companies like P&G, Col- 
gate or Lever as well as smaller-budget 
advertisers, although the) might differ 
in their \\a\s of usinu these services. 
The package goods clients tend to use 
the services most fully. 

"We want the agency's views on 

pricing, new product development, 
packaging and any phase of our mar- 
keting operation," says Lever's Bob 

This attitude is not universal. When 
Revlon's George Abrams split the 
firm's $16 million among four smaller 
agencies after a year with BBDO, he 
told SPONSOR he prefers marketing 
counsel from within his own company, 
not from the agency. At the time, he 
considered marketing services an agen- 
cy plus he could afford to bypass. 

Marketing services vary in value to 
clients in hard goods. For instance, 
Sylvania's Terry Cunningham told 
sponsor that if he were faced with 
having to pick a new agency he'd cer- 
tainly look at "the agency's track rec- 
ord in products marketed through 
channels similar to ours." Since new 
product development and pricing in tv 
and radio sets or light bulbs depends 
upon engineering, an agency can help 
little in that area, he feels. But knowl- 
edge of the trade is a help. 

Many clients are using marketing 
services as the big area for bargaining 
with a new agency. While most clients 
want these services to be available, a 
sizable minority resents having mar- 
keting handed them in a package deal. 
Some would prefer to pay for it on 
a cost-plus basis or in some other ar- 
rangement that does not make market- 
ing services mandatory as a form of 
"commission rebate" (see SPONSOR 14 
December 1957). 

6. Regional offices are a plus. 
Clients find it more and more impor- 
tant to have an agency that can solve 
their local problems at the grassroots 

"Most of our problems are local in 
nature," says Texaco advertising di- 
rector Don Stewart. "So it helps us 
when we have a problem in Los An- 
geles, to have an agency office there 
staffed with men already familiar with 
the local situation." 

The need for regional offices has 
prompted a number of agency mergers, 
including Cunningham & Walsh's mar- 
riage with Brisacher, Wheeler, San 
Francisco. In the giant merger be- 
tween Erwin, Wasey and R&R the fact 
that the regional offices complemented 
each other was another big reason the 
two shops got together. But the me- 
chanics of integrating different agen- 
cies have broken down in some cases. 
FWRR has had trouble getting started 
as a merged operation and some ac- 
l Please turn to page 68) 


On today's radio buys . . . 

\ Nielsen Station Index 

<£0HL^^^ gives you 

x ' w. mk daily, weekly 
%^ \ and monthly 
^^^ >i reports! 


I> on broad time blocks — morning, afternoon, evening 

> on weekly time-period strips* 

> on individual quarter hours* 

Whether the radio buy is a spread of participations or a single time period 
. . . whether it's a continuing schedule or a one-time-only . . . 
the radio audience facts you need on your market are reported in all 
their dimensions in the 

A reminder: When total reach of each station is the prime consideration, 
the NSI Station-Total Audience data provide the answers. When com- 
petitive impact or concentration on the heart of the market is your goal, 
the NSI Metro-Area Ratings meet your specific needs. The Nielsen 
Station Index reports all the foregoing dimensions both ways. 

*Similar tv audience data in the same markets are reported in the NSI Tv Reports. 

Nielsen Station Index a ■«*»<* a* 

2101 Howard Street, Chicago 45, Illinois-HOllycourt 5-4400 
Call . . . wire ...or write today for all the facts 

A.C. Nielsen Company 

Chicago 1, Illinois 
) North Michigan Avenue 
FRanklin 2-3810 

New York 36, New York 

500 Fifth Avenue 

PEnnsylvania 6-2850 

Menlo Park, California 
70 Willow Road 
DAvenport 5-0021 



counl losses liave already occurred. 

Sonic clients arc war) of merged 
agencies at the moment and want to 
see proof of a successful integration 
before moving to such a shop. This 
recent attitude may discourage some 
agenc) mergers in the near future. 

But shopping for all types of agen- 
cies i- more intensive and wi< 

i Continued from page 66) 

among clients than it's ever been. In 
fact, some advertisers make agency- 
shopping a year-'round job to keep 
up-to-date on new agency develop- 
ments at the same time. 

"We believe it"s important to keep 
on top of the agency picture at all 
times," says Philip Morris advertising 
director Roger Greene. "Three men 

on our staff interview agencymen con- 
tinuously. This doesn't mean in the 
least that we are dissatisfied with the 
agencies we now have." 

Says the advertising director of a 
multi-brand food company which has 
a similar system: "Our agencies know 
we do this, and it sure keeps them on 
their toes." ^ 


y. If hat kind of impressions run you 

form from the returns to your ques- 
tion noire? 

A. The answers don't tell us what 
the agencv would do for our product. 
They're not presentations in the sense 
of being campaign suggestions. But 
the\ do give us background for the 

Continued from 

proach to package advertising. We get 
a reaction to our own problems on the 
specific product. 

For instance, if the agency principal 
has his creative director along, the 
man might say, "There's too much 
stereotype in shampoo advertising. We 
have the motivational research facili 

interviews by telling us how the agency ties to know how to appeal to the 
is staffed, what its principals think housewife. Look at this campaign for 

about things that are important to us, 
such as marketing and research. 

Q. Who's invited to the initial agency 

one of our clients and you'll get an 
idea of the way our creative people 
interpret this research." 

Q. Do you go to the agency for a 

A. Usually the agency president or visit at this point? 

executive v.p. It's an informal meet- 
ing where we go into more detail about 
the agency's answers to the question- 
naire. We also begin discussing indi- 
viduals who would be connected with 
our account, like department heads 
and other agency principals. 

Since there were so many agencies or certainly by reputation 
involved at the start, these meetings 
took over four weeks. By the end of 
this period, we had narrowed the 
choice to three or four agencies. That's 
when the "depth-interviewing" starts. 

A. When our choice is narrowed to 
three or four agencies, the whole com- 
mittee does go on a tour of these 
agencies. But most of us know the 
agencies pretty well anyhow. All of us 
knew several key people in the agen- 
cies we considered, either personally. 

Q. Do these "depth-interviews" in- 
volve more people? 

A. Yes. On the second or third visit 
the agency president or principal usu- 
al!) brings along another key execu- 
tive For a heavy tv account this might 
mean the tv director or media direc- 
tor, although it's likely to be another 
member of agency management. 

Q. How did you compare the agen- 
cies as to tv ability? 
A. Tv is really an open secret. We 
know the good and bad tv buys. Niel- 
sen tells that. We just looked at the 
accounts these agencies had that were 
predominantly tv and measured their 
network and spot buys, checked the 
cost-per- 1,000, quality of production, 
adjacencies and sales effectiveness. 

Q. What do you expect out of agency 


A. When we work with an agency, we 

Where we're concerned, the ques- want it to be an extension of our com- 

tions at this point generally come from 
our media director and product man- 
agei because these are the men best 
acquainted with the specific needs of 
the product 

Q. // hat do you learn from these 
larger meetings? 

A. Here we get a better feel of the 

agency philosophy and general ap- 

pany. That means that it has to be 
staffed to make intelligent contribu- 
tions in every area between the manu- 
facture of the product and the actual 
purchase by the consumer. 

We checked each agency for back- 
ground and experience of its market- 
ing men, especially in our line. 

Also, since we spend millions of dol- 
lars, we wanted every research device 

page 32) 

available. No one considers research a 
substitute for judgment, but it would 
be foolish to make multi-million in- 
vestments without using every tool. 

Actually, all of us learned a lot from 
each solicitation. Talking to many 
agencies helps sharpen our marketing 
and research thinking, too. 

Q. What do you look for in an 
agency's media department? 
A. Performance. Our media director 
doesn't tell an agency how to organize 
its media department, but he can judge 
how efficient it is from its recent cam- 
paigns. Also, he knows the individuals 
in it by reputation and stature. 

Q. Since you work so closely with 
an agency, how do you safeguard 
trade secrets? 

A. That's a constant dilemma in this 
business. However, each agency that 
was in the final running gave us some 
indication of its assurances to us. One 
agency mentioned the precise amount 
of its personnel turnover and stressed 
how small it was. Also, these agencies 
told us in their original presentation 
(their answer to our questionnaire) 
what sort of employee incentives they 
offer to keep turnover to a minimum. 

Q. When do you meet the product 
group that would be assigned to you? 
A. We start getting acquainted with 
these people almost from the start of 
the "depth-interviewing" of the agencv . 
After all, they're the individuals we'd 
be working with closely. 

On the other hand, we want to know 
before then to what extent the agency 
principals and department heads will 
be involved in planning our strategy. 
Then, when we meet the potential ac- 
count supervisor, we have an idea of 
the kind of help he'll get from the top. 
By the end of the interviewing we 
know each copywriter and media ex- 
ecutive who'll work for us. ^ 














Here's the full story, as written by 
Ed Goddard, of G. H. Goddard & 
Son, Reynolds, Ga. 

"If you had a Harvest Sale in 
Macon, certainly it did not bother 
us. Our sale was most successful 
and I am sure the credit is due to 
your fine staff at WMAZ-TV and 
to "Uncle Ned" and his salesman- 

"We had people . . . from Perry, 
Dublin, Montezuma, Oglethorpe, 
Ideal, Macon, Butler, Geneva, How- 
ard, Warner Robins, Fort Valley 
and many other places. When asked, 
their reply was "I saw Uncle Ned 
on TV" .... In a town where we 
have only 773 Post Office box hold- 
ers both city and rural we did a 
volume in excess of $10,000 on Fri- 
day afternoon and Saturday. In my 
opinion that is good business." 



Tv and radio 

Ralph L. Atlass, a pioneer in Chicago 
radio, has been named Chicago vice presi- 
dent for Westinghouse Broadcasting Co., 
Inc. He has been general manager of 
WIND. Chicago since WBC purchased that 
station in December 1956. Before the 
transfer of ownership, Atlass had been 
president of WIND, Inc., of which he was 
a founder and principal stockholder. His 
activity in air media began as a youth, when he was an experimental 
broadcaster. In 1922, Atlass became a commercial broadcaster. In 
his long history in radio, he has scored many "firsts." among them 
the first play-by-play broadcast of a football game from Northwest- 
ern University in 1925; the first coincidental audience survey; and 
the first Chicago commercial pickup of Guy Lombardo's orchestra. 

Arthur C. Stringer has been appointed 
vice president of Blair Television Associ- 
ates. He is manager of Blair's Chicago 
office. Stringer's career, which covers more 
than nine years in the industry, began in 
WBTM. Danville. Va., where he was pro- 
motion manager. In 1950 he joined 
WFMY-TV, Greensboro, N. C, as account 
executive, later becoming merchandising 

director there. Prior to managing the Chicago office of Blair Tele- 
vision Associates, he was sales manager of television station KTVR 
in Denver, Colorado. Stringer's father, Arthur C. Stringer, Sr., was 
a prominent member of the broadcasting industry for more than 25 
years. During World War II, he directed the industry's service and 
government recruiting programs, as well as handling radio news. 

^^1^^ George Skinner, veteran broadcasting per- 

m^*Ejk sonality and program consultant, has 

joined the Katz Agency as full-time radio 
program consultant. In this capacity, he 
will survey radio programing generally. 
^^^ . '^^^^ visit client markets to consult with Katz 

^B^ta^^H represented stations ami make programing 

|£^ V JIH recommendations. Before joining the Katz 

agency, Skinner was engaged as an inde- 
pendent radio program consultant. Since August 1957. he has ana- 
lyzed and made recommendations on programing for six major radio 
outlets. From October 1956 to July 1957, he conducted WABC 
\ru 'i ork's George thinner Show daily from 6:00-9:00 a.m. Prior 
to that he was panel moderator of Make Up Your Mind. From 1948 
I.. 1954, Skinnei was an independent packager of radio and tv shows 
in Philadelphia in addition t<» his activities with local stations. 

11 JANUARY 1958 



of all 






in our 






"Within our huge coverage area 2,552,715 people spend $126,133,000 each year in over 688 furniture 
putlets. This represents 21.69% of all furniture sales made yearly in Canada. Another black and white 
pet proving CHCH-TV serves the richest market in Canada." Source: Sales Management Elliott-Haynes. 
^or further information call : Montreal: UN 6-9868, Toronto: EM 6-9236, <&hf1MJFWIJ fPlM 
Hamilton: JA 2-1101, Vancouver: TA 7461, New York City: PL 1-4848, !£ LHImM m I ¥ 
Chicago: MI 2-6190, San Francisco: YU 6-6769 channel it Canada 


Commercials-first psychology 

The first sign of an important change in thinking among 
admen shows up this week in what clients tell sponsor they 
now seek from their agencies: above all else, the ability 
to create tv commercials that sell (see page 29). 

Obviously clients have always considered commercials 
important. But the tendency is to put tv show selection first. 

The commercial's sales impact, however, far outweighs in 
importance the exact size of the program audience. If this 
simple concept hits home, today's tendency to over-value tv 
ratings will automatically fall back into perspective. 

Perhaps programing has been given priority traditionally 
because sales effectiveness is infinitely harder to measure 
than audience. But if as much sweat and money were put 
into customer-counting as nose-counting, we'd be on the way 
to real air media stability. 

The frantic search for maximum audiences, accompanied 
by repeated schedule turnover, would not be typical of tele- 
vision if it were known scientifically which combination of 
programing and commercials was selling. 

Non-prize commercial 

We began wondering recently why none of P&G's com- 
mercials made our own choice for the top 10 commercials 
of 1957. 

By coincidence that evening we saw a Joy commercial in 
which one housewife tells another across the yard between 
their kitchen windows. 

The Joy user underplayed it — with great authority. Hers 
was the kitchen with the smooth white enamel cabinets. The 
non-Joy lady still had a kitchen with open wooden shelves 
and an embroidered air of years-ago. 

This was deep-down selling but subtle enough to slide 
down like a raw oyster. Such commercials, we suspect, rare- 
ly win prizes from a jury of admen because they don't at- 
tracl attention to themselves. 

Though we arc proud of our top 10 selections and make 
no apologies for them, we're moved to comment that sponsor 
honors or an) other commercial honors are not so important 
.i- the payoff in the supermarket — and the two necessarily 
cannol always go hand in hand. 



THIS WE FIGHT FOR: The most dangerous 
factor in a recession is consumer psychology. 
H e urge stations to combat the attitude that 
spending must be delayed by telling the story of 
mil economy's strength in on-the-air editorials. 


Southpaws: Disk jockeys on KING, 
Seattle, recently ran a salute to left- 
handed people, received left-handed 
compliments ("I had an inferiority 
complex until I met you" . . . "That's a 
nice suit; who shines your clothes?") 
and gave prizes for the best (an auto 
polishing by a left-handed waxer, Ice 
Capade tickets on the left side of the 
house, candy bars wrapped by a left- 
handed wrapper). Bet the promotion 
director typed the releases on a left- 
handed typewriter. 

Hope: Faye Emerson, writing in the 
N. Y. World-Telegram, predicts that tv 
comedians will be getting a lot of work 
as replacements next summer. 
Sweat, clown, sweat. 

'58 outlook: Martin Katz, of Blair 
TV, predicts a two-hour longer work 
day on Madison Avenue this year. He 
just got his desk pad for 1958 from 
the same company that furnished his 
1957 pad (Stark Calendar Co.) and 
found that where last year's had en- 
gagement schedules printed from 8 a.m. 
to 5 p.m., the new calendar starts off 
at 7 a.m. and runs through to 6 p.m. 

Remembrance: sponsor's exec editor, 
Miles David, received a handsome 
calendar at Christmas designed to 
aid the gift-giver. With it came a 
supply of red "reminder" tabs ("Re- 
member your wedding anniversary," 
"Remember your mother-in-law's birth- 
day," etc.). It should have had one 
more — "Remember to enclose cards 
with Christmas gifts." Because that's 
what the sender forgot to do. 

Sartorial: An AP article quotes Slen- 
derella's president, Larry Mack, with 
saying that most male tv stars dress 
sloppily, have bad posture and set a 
poor example for the country's youth. 
Stop slouchin in the saddle, pardner, 
and purty-up that Stetson! 

Nifty gifty: Lang, Fisher & Stashower 
Advertising Agency of Cleveland, sent 
out silver pill boxes this Christmas 
with the following legend: 
This sitter box is to contain 
Nostrums for your health and brain; 
Intiitiilts inr adman's ills . . . 
A full complement of pills. 
Mil town to pace you slow; 
Benzedrene for go-go-go! 
Aspirin to shrink big heads; 
Saccharine i<> check that spread. 
And, as a matter of routine . . . 
SmIii Mini and Dramimine. 
They've helped us cure our aches and pains 
Through 25 years of ad campaigns. 
We hope they'll ease your times and stress 
And fill your days with happiness! 

november OTu 

Station 2 

Station 4 

Station 7 



NOON TO 6:00 P.M. 






6:00 P.M. TO 10:00 P.M. 






Station •ihar. of SetS-in Use 

—Denver ARB — November 1957 

KBTV leads where leadership is important . . . during I 
time the greatest share of the 324,571 TV homes in the Denver 
market do their viewing. The less vital time periods, of the 
November survey, KBTV cheerfully relinquishes to stations 
2, 4 and 7. Call PGW for the complete ARB story in Denver 
and for availabilities on KBTV. 


John C. Mullins, President Joe Herold, Station Mgr. 

Represented Nationally by Peters, Griffin, Woodward, Inc. 

^ ARB is spelled no different— it just looks different in Denver. KBTV loves ARB. KBTV loves 
Telepulse too, but not a subscriber to the October '57 survey so unable to publish their KBTV 
superiority story. 

It takes both . . . 

to tell the whole ARB story 



rA* 1 







KBET delivers the 

greatest audience in the 

Sacramento-Stockton Markets 

from sign -on to sign -off.* 

NOVEMBER 1957 ARB, weighted Sacra- 
mento, Stockton book. (The only ARB 
Report subscribed to by all three station: 
in the market) 




6:00 PM to 10:00 PM 
10:00 PM to Midnight 

6:00 PM to Midnight 



Call H-R Television, Inc. for Current Avails 


tt .1 




"Heard a couple off 
Storz Stations 
this trip. Never a 

dull moment." 

Understand there's 
fiever a dull moment 
lor advertisers, 

any of these 4 important markets . . . every time's 
akood time with the first place Storz Station 

N^NEAPOLIS-ST. PAUL . . . WDCY is first 
All-day average. Proof: Pulse. See Blair or 
ie?ral Manager Jack Thayer. 

SAS CITY . . . WHB is first . . . All-day. 
if : Metro Pulse, Nielsen, Trendex, Hooper, Area 
sen, Pulse. All-day average as high as 48.5% 
ilsen) . See Blair or General Manager George W. 

NEW ORLEANS . . . WTIX is first . . . All-day. 

Proof: Hooper (29.2% — twice the rating of the next 
two stations combined) . . . Pulse. See Adam Young 
or General Manager Fred Berthelson. 
MIAMI . . . WQAM is first . . . All-day. Proof: 
Hooper (37.0%) . . . Pulse (1st 410 of 432 y 4 hours) 
. . . Southern Florida Area Pulse . . . Trendex. See 
Blair ... or General Manager Jack Sandler. 




WDGY Minneapolis St. Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 


Buyers look for more 
growth in '58, but to 
do it they feel indus- 
try must provide better 
research, sounder pro- 
motion, streamlined 
selling, showmanship 

Page 33 

Dutch Masters 
tries imagery 
transfer in tv 

Page 36 

challenge to 
Madison Avenue 

Page 39 

How much tv 
does a spot 
dollar buy? 

Page 43 


An important new film, coming to your city soon 

Umbrella coverage is just one facet of the fabulous This sound and color film has played to SRO audiences 

WNAX story. You'll find out about the tremendous 
buying power of the WNAX listener — spendable income 
of $3,012,164,000 in '56; the Gross Farm Income — 3rd 
in the nation; the outstanding loyalty of BIG Aggie 
listeners in 175 counties in 5 states to their station, 


in New York and Chicago and > 
cities soon — 





cated for 

ill be coming to these 






If a showing isn't i 
ing with your Katz 
for any time buyer interested 

your city, arrange for a special show- 
:. "Selling Big Aggie Land" is a must 
selling a rich market of 600,000-plus 




A Peoples Broadcasting Corporation Station. 

for the 


PJuWIWl Gftfidt Sfci W<3wA 


REPRESENTED NATIONALLY BY GILL PERNA, INC. New York, Chicago, Los Angeles, San Francisco, Boston 

SPONSOR • 18 JANUARY 1958 , * 

18 JANUARY 1958 • Vol. 12, No. 3 


Editor and Publisher 

Norman R. Glenn 
Elaine Couper Glenn 
VP-Assistant Publisher 


Can radio beat 1957? 
33 Vir media men see stepped-up acth 

More research of oul-of-home audiei 

for 19.")8. Improvement areas: 
. spot; better station promotion 


Executive Editor 

Miles David 
News Editor 

Ben Bodec 
Senior Editors 

Alfred J. Jaffe 
Evelyn Konrad 

The 'arty' sell — and to men at that! 

36 Here's hov Dutch Masters uses spot tv to reach our wealthiest one-sex 
market— 15 million cigar smokers who spend almosl $600 million a year 

Jack Cunningham's challenge to Madison Ave. 
39 C&W's John P. Cunningham, who recentlj blew the whistle on tv's creep- 
ing mediocrity, amplifies his original thoughts on the Boredom Factor 

How much tv does a spot dollar buy? 

42 < l [x T\ Spol Sale- research has just come up with a new slide rule 
for buyers that gives a quick estimate on coverage by market groups 

This year the axe drops fast 

45 Seven of 10 new net n shows dropped. While fraction of total pro- 


28 Agencj Ad Libs 

16 Wth and .Madison 

59 News & Idea Wrap- 1 p 
4 Newsmaker of the Week 

60 Picture Wrap- 1 p 
54 Sponsoi \-k- 
78 Sponsor Hears 

8 Sponsor-Scope 

86 Sponsor Speaks 

56 Spot Buys 

86 Ten Second Spots 

14 Timebuyers at Work 

84 Tv and Radio Newsmi 

75 Washington Week 

27 Women's Week 

In Upcoming Issues 

How can tv beat 1957? 

\n anah-i- based on the recommendations of buyers: pricing, sales 
technique, new business lips. Counterpart to radio story in this issue 

Polaroid dares — 

To use live commercials to sell it- picture-in-a-minute camera. It bets 
the camera won't fail, the commercial personality won't jiggle, and that 
viewers will believe the sales message. Sales? Up 51% in 1957 over 1956 

Art Editor 

Phil Franznick 

Martin Gustavson, Asst. 

Production Editor 

Florence B. Hamsher 


Associate Sales Manager 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Midwest Manager 

Sam B. Schneider 

Mid-Atlantic Manager 

Donald C. Fuller 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 


i Ritter 
Marion Sawyer 
Circulation Department 

Seymour Weber 
Emily Cutillo 
Harry B. Fleischman 
Debby Fronstin 

Accounting Department 
Laura Oken 
Laura Datre 
Readers' Service 
Nancy Smith 


lation and Advertising Offices': 40 E. 49th St. 
(49th & Madison) New York 17, N. Y. Tele- 
p JlVl : . Mu " ay Hi " 8 -2772. Chicago Office: 
612 N. Michigan Ave. Phone: Superior 7-9863. Los 
Angeles Office: 6087 Sunset Boulevard. Phone: 
Hollywood 4-8089. Printing Office: 3110 Elm 
Ave., Baltimore 11, Md. Subscriptions: United 
States $3 a year. Canada and foreign $4. Sin- 
gle copies 20c. Printed in U.S.A. Address all 
correspondence to 40 E. 49th St N Y J7 
L r K,cIf„ U ? y L , Hil1 8 " 2772 ' '"Wished weekiy bi 
SPONSOR Publications Inc. Entered as 2nd class 
matter on 29 January 1948 at the 
postoffice under the Act of 3 March !I7». 

1958 Sponsor Publications Inc. 


The November 1957 ARB Metropolitan Survey of 
Des Moines' 3-station market shows that WHO-TV is 
first in 243 of all 466 quarter hours from Sign-on 
to Sign-off, Sunday through Saturday. 

We are far from "Survey happy," and despite our 

ARB leadership, we still say that NO survey can really 

describe the tremendous audience impact of WHO-TV. 

Advertisers who have known the WHO operation 
over the years know that decades of highest integrity, 
public service and better programming all add 
up to RESULTS you can obtain only on WHO-TV. 



NOVEMBER 20-26, 1957 

Number of 


Quarter Hours 

Percentages of 

First Place 
Quarter Hours 

Station "K" 
Station "W" 






NOTE: At least TWO stations were on the ai 
for all 466 quarter hours reported. 

W. WHO-TV is part of Central Broadcasting Company, which also o 
and operates WHO Radio, Des Moines; WOC-TV, Davenport 

Peters, Griffin, Woodward, Inc., National Representatives 





Channel 13 • Des Moines 

Col. B. J. Palmer, President 
P. A. loyet, Resident Manager 
Robert H. Harter, Sales Manager 





Call lew Johnson, Sole. I 
Philadelphia, LOcutt 8-2262 — 

— for the be.l buy* In VUEI 

of the week 

On Tuesday noon, admen got the real low-down on one of 
1957's most controversial subjects — the General Foods- 
Bristol-Myers "lend-lease" operation in spot tv announce- 
ments. Before the RTES weekly seminar in New York, David 
P. Crane, B&B vice president in charge of media, told how 
and why his department took the step it did last summer. 

The newsmaker: Dave Crane, 42-year-old vice president 
at Benton & Bowles, is a firm believer in flexibility of media. "Tele- 
vision is too young a medium to fall prey to those who prefer 
rigidity and safety of status quo to the needs of flexibility," he told 
the RTES audience. "Spot television can prosper to the degree that 
it makes itself attractive, more attractive than other media. The 
increasing cost of local television makes it imperative that flexibiliy 
be offered in many forms." 

It was this need for flexibility that caused Crane and his staff to 
set up the General Foods-Bristol- 
Myers "package." The package 
consists of some 700 I.D.'s in 104 
markets. General Foods occupies 
31 weeks and Bristol-Myers takes 
over 21 in this 52-week operation 
that ranges from 30 announce- 
ments per week in Los Angeles to 
as few as three in smaller mar- 
kets. The plan was not launched 
without some criticism within the 
industry. Some charged it created 
undesirable precedents, others that 
it was a monopoly of availabilities. 

Crane contends B&B created no 
precedent — that precedent was already established for shared posi- 
tioning by network broadcasting and magazines. And in spot tv, he 
said, "both announcements and local programs have been sold on 
an alternating week basis." As for the monopoly charge, he points 
out that many other clients have larger schedules in "prime hours" 
while reps report they are by no means sold out on I.D. avails 
between 7:30 and 10:30 p.m. "Monopoly," Crane said, "is a feeble 
word when supply exceeds demand." 

About 10 years of Crane's life as an adman was spent in his 
native state, Minnesota, where he was ad manager for Hormel Co., 
Austin, and later an account exec for BBDO in Minneapolis. It was 
as an a. e. that he came to B&B seven years ago. Three years ago 
he took over media, but also does account work for Johnson's Wax. 
In his years at B&B he has seen the agency prosper (in 1957, a 
total of 22 clients accounted for a billing of $93 million of which 
$55 million goes into broadcast media) and outgrow the 444 Madison 
Ave. address where it had been since it began in 1929. Last month, 
B&B moved to 666 Fifth Avenue, a brand new building where it 
occupies 137,300 sq. ft. of floor space from the 12th through 17th 
floors, with almost a whole floor given to tv production. ^ 

Dave Crane 


WFBG-TV is dominant in 15 Central Pennsylvania 
counties— the only area where it competes alone for 
the audience with the Johnstown station. Proof from 
Central Pennsylvania Trendex— the most complete 
rating study ever made in the area: WFBG-TV delivers 
24.2% MORE audience, sign-on to sign-off, seven 
days a week. Only CBS station covering the area 
from Pittsburgh to Harrisburg, WFBG-TV also carries 
the best of ABC including "American Bandstand," 
the nation's number ONE daytime TV program. 
Call Blair-TV today for rates and availabilities. 


Channel 10 


Represented by BLAIR-TV 

Operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa. 
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa. 
WFBG-AM • TV, Altoona-Johnstown, Pa. / WNHC-AM • FM • TV, Harrford-New Haven, Conn. / WLBR-TV, Lebanon-Lancaster, Pa. 
Triangle National Sales Office, 4-85 Lexington Avenue, New York 17, New York 





KOB-TV Albuquerque 

WSB-TV Atlanta 

KERO-TV Bakersf ield 

WBAL-TV Baltimore 

WGN-TV Chicago 

WFAA TV Dallas 

WTVO Durham-Raleigh 


. Flint-Bay City 


.... Milwaukee 


KCRA-TV SacrameiJ 

WANE-TV . . 

. . . Fort Wayne 


. . . Minneapolis- 

WOAI-TV San Antojf 

KPRC-TV . . 


St. Paul 

KFMB-TV San Dill 

WHTN-TV . . 

. . . Huntington- 



KTBS-TV ShrevepB 




WNDU-TV South Bend-EIkh ll 

KARK-TV . . 

. . . . Little Rock 

KMTV . . . 


KREM-TV Spoktl 


. . Los Angeles 

WTVH . . . 


WPST-TV . . 



.... Providence 



18 JANUARY 1958 


* *> 


<th SPOT, you can pick key time periods in all time zones... reach 
istery fans, comedy fans, western fans— as many diverse groups 
you please, as often as you please. Because of these, and 
her great advantages, you really get results when you buy SPOT. 

Television Division 

The Original Station Representative 

New York • Chicago ■ Atlanta « Boston ■ Detroit ■ Los Angeles > San Francisco ■ St Louis 



NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco 



Most significant tv and radio 
news of the week with interpretation 
in depth for busy readers 


18 JANUARY, 1958 

Copyright 1058 

More and more sponsors are dreaming up a question that tv sooner or later 
will have to tackle firmly. This is the puzzler: 

"I have no complaints about cost-per-thousand. But what sort of identification do 

I get? Does the audience really know who foots the bill?" 

In part, this query stems from the pattern of program partnerships on network 
tv shows; in part it may be the natural belief that a medium producing such vast numbers 
of listeners surely must be producing a certain amount of waste. 

At any rate, this week the trade was growing identification-conscious. And it's 
the advertiser in the non-package goods fields who is most concerned. 

Most knowledgeable admen think the best way to crack this nut is the crea- 
tion of more distinctive commercials. 

As these experts see it, the broad similarity of programs and multiplicity of co-sponsor- 
ships has shifted the identification burden to the message. 

Observed one of them to SPONSOR-SCOPE this week: "The commercials are be- 
ginning to look and sound more alike than the programs. All of which contributes 
to the blurring effect on the viewer's memory." 

To marketing experts, this problem of sponsor identification is in a premium 
position because of these hazardous possibilities: 

• Advertising is given the same assembling-line approach as the production of the 

• The tendency to copy what's been successful for a competitor instead of creating 
a distinctive, individualized program. 

Bates is firming up a tv spot campaign for American Sugar Refining that will 
involve an expenditure of around $1,200,000. 

It will be a daytime schedule and center on the company's Domino brand. 

Most of the money ordinarily would have gone into the print media. 

The December Florida cold snap which hit the citrus crop hard had reper- 
cussions on Madison Avenue this week. 

The Florida Citrus Commission, through B&B, pulled out of Today and asked CBS 
TV for relief from commitments on Edge of Night, I've Got a Secret, and the Garry 
Moore morning show. 

The commission had apportioned half of its $4-million budget for network tv. 

It's rare for a major agency to disclose a dollar-by-dollar breakdown of its air 
media expenditures for the year. 

Here's one from Benton & Bowles for 1957, showing a total of $56.4 million for 
tv-radio — representing 60.6% of the agency's total billings ($93 million) : 


Spot time 
Network time 









SPONSOR-SCOPE continued . 

The bulk of network radio business came through six agencies in 1957. 

As tabulated by CBS and NBC, in particular, they alphabetically comprise: 
(1) Ted Bates; (2) BBDO; (3) Campbell-Ewald; (4) K&E; (5) Y&R; and 
(6) JWT. 

Both CBS and NBC Radio rate JWT as No. 1 among their big spenders. 

Even agencies for the best-selling auto lines are keeping their fingers crossed 
about the budget outlook. 

The reason: Sometimes the corporate powers, faced with poor sales in the company's 
other lines, deem a general cutback expedient. 

As of now, the car agencies sitting prettiest are the ones whose tv commit- 
ments carry through next fall. 

By that time the expected economic pickup should be in effect. 

Blair this week was putting the finishing touches on what it describes as a 
novel approach to daytime tv saturation. 

Dubbed Purse-suasion, the spot announcement concept will encompass these facets: 

• A sizeable package of announcements per week over 13 weeks. 

• Scheduling the announcements on a rotation basis to reach a maximum accumulative 
audience over the stretch. 

S. C. Johnson has adopted the stratagem of moving in and out of daytime net- 
work tv. 

The buy on NBC TV: Four quarter-hours a day on four different days during 
January and February. Four different shows will be used per day. 

Under the four-brand vertical rate the cost is $14,000 per quarter-hour, time and 

This may be the year in radio for the program with the offbeat idea. 

BBDO, at least has a hunch in that direction. Hence it's now scouting around for 
a list of such shows that might fit in with the needs of certain of the agency's radio 

For instance: Among the items that U. S. Steel manufactures is garden tools; so the 
agency thinks there's a pretty good dark horse for the account in a CBS Radio green- 
thumbers' show called Garden Gate. 

If you're handy at inventing symbols, note this: 

Film syndicators would be mighty grateful for a term to differentiate them 

from the fellows in the business of selling spot announcements. 

What's got to be a touchy problem is this: 

Manv an unsophisticated advertiser has a tendency to associate a syndication 
pitch with a spot announcement campaign. 

Linking the term "selective markets" to syndication doesn't help much. The spot an- 
nouncement fraternity has been using that term for years. 

You can expect ripples from this public relations problem to show up one of 
these days in tv advertising. 

GE and other giant industrial corporations are embarking on a crash program to 

1) Whether the American public holds big industry responsible for the lag in 
the missiles race, and 

2) How such an impression can be met and overcome. 

A psychological corporation is putting the finishing touches on a questionnaire that 
will be used as the opening gambit. 


SPONSOR-SCOPE continued . . 

What Libby-Owens-Ford is trying to work out with its fellow sponsors of Perry 
Mason (CBS TV) could lead to a new sponsorship pattern for hour shows for 
the 1958-59 season. 

L-O-F's agency, F&S&R, has asked the agencies on the Purex and Bristol-Myers account 
to see whether their clients might change the participation formula to this effect: 

• Purex would be sponsoring two full hours a month, instead of a half-hour every 

• And L-O-F and B-M would be the major sponsors of a full hour each the 
other two weeks of the month, instead of a half hour each on alternate weeks. 

F&S&R's main objective: Eliminate the chain break announcements in the middle of 
the show, and thereby gain a better sponsor identification. 

Here's how the commercials would be divided during the course of four weeks: 

























In making a pitch for a cosmetic account this week one of the tv networks 
disclosed that 3 million working women tune in regularly on daytime programing. 

That's about one out of six regular daytime viewers. 

The 3 million are either on part-time jobs, work on night shifts or are temporarily 
out of work. 

Reps and tv station management showed apprehension this week over the 
import over P&G's new plan for computing discounts. 

Under this proposal P&G would have the privilege of reviewing each spot contract 

on termination date and deciding which of the station's discount plans it preferred. 
The sellers' concern has prompted these questions: 

1) Will P&G now insist on the right to include multiple products in saturation 
packages and thereby dilute the intent of such packages? 

2) How long will it take a station to know what it actually derives from a P&G 

3) Will P&G's plan eventually force stations to reevaluate their entire pricing 

To question No. 1, Compton offers this answer: If the saturation plan is clearly labeled 
for a single product. P&G will abide bv the policy. 

But, adds Compton, if P&G should discover that Lever Bros, had gotten a favored dis- 
count for concentrating 260 announcements into a single month — and P&G had used 500 
announcements over a year — P&G will argue that it is entitled to the same discount 
as Lever. 

The grounds: P&G should not be penalized just because it stretches its advertising 
over 52 weeks. (See 11 January SPONSOR-SCOPE for other implications of this discount 

Food advertisers are still buying their nighttime network tv at a sound aver- 
age cost-per-thousand. 

As estimated by SPONSOR-SCOPE, the CPMPCM for December averaged out at 
$3.10 for the 16 food accounts on the networks that month. 

The calculation, based on time and program costs, comes out as: 

American Dairy, $3.00; Best Foods, $3.85; Borden, $3.80; Campbell Soup, $2.70; 
Carnation, $3.30; Derby Foods. 3.60; General Foods, $2.30; General Mills, $2.50; Kellogg, 
$3.40; Kraft, $3.50; National Biscuit, $2.30; Nestle, $2.60; Pillsbury, $3.85; and Quaker 
Oats, $3.95. (See 25 January SPONSOR-SCOPE for rundown of drug-toiletries CPMPCM.) 


SPONSOR-SCOPE continued . . . 

Official Washington and newspaper readers certainly found out this week 
how the CBS TV affiliates feel about pay-tv and the FCC Network Study report. 

The affiliates meeting in Washington captured not only the Washington spotlight but 
newspaper front pages all over. 

In taking its stand against pay-tv and the Barrow report on the politicos' own home 
ground, the network came off with this unprecedented coup: 

• The dinner CBS TV gave to its affiliates was attended by 993 Representa- 
tives and their wives and 80 Senators and their wives. 

Another angle that made this meeting different: 

The press was invited, and most of the sessions were open to it. 

(See WRAP-UP, page 59, and WASHINGTON WEEK, page 75, for more details.) 

MGM-TV, Inc., has found it necessary to expand the scope of its operations. 

With sales prospects for its feature library showing saturation, MGM's sights are now on: 

• Stepping up its film commercial business in Hollywood. 

• Expanding sales efforts in the network market. Six pilots are planned for the 
1958-59 selling season. 

• Packaging its shorts (the MGM Comedy Theatre, for example) . 

(Coming 1 February will be a SPONSOR special section, Tv Film Marketing: 1958, 
dealing with the outlook and planning of film distributors.) 

CBS Radio is making moves to buck NBC Radio's heavy news spread through- 
out the weekend. 

CBS this week was developing more five- minute news programs that will boost the week- 
end total to 26. Chevrolet already is underwriting 12. 

The 14 newcomers will be available to advertisers on a major-minor basis. 

Parliament will likely swing into spot radio after the present saturation tv cam- 
paign in up to 80 markets (introducing the new filter) has run its course. 

The emphasis in scheduling the current tv spots in the evening and late night 
areas. B&B is the agency. 

Another indication of radio's mounting appeal as a summer medium: NBC Radio 
has the SRO sign up on all Monitor five-minute comedy segments for the hot 

Agencies were told this week that the only thing available on Monitor in summer are 
minute announcements. 

Take this from Madison Avenue marketers: The spreading domination of brand 
sales by chainstores and discount houses is stacking the blue chips in advertising's 
favor this year. 

Regardless of the sales graph, the fight for brand identification through the hard 
pre-sell will mount through 1958, because the big volume outlets make it so. 

The old-line sales manager may bewail the fact that his routine customers won't like 
it, but the marketing director will gear his strategy to this: 

The chainstore operator — who stocks 5,000 items and upward — is concerned with his re- 
turn per-square-foot of shelf or floor space and looks to the manufacturer to stimulate 
demand for the brands occupying his valuable space. 

For other news coverage in this Issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 56; News and Idea Wrap-Up, page 59; Washington Week, page 76; sponsor 
Hears, page 78; and Tv and Radio Newsmakers, page 84. 


Great Ideas of Western Man . . . one of a series 

Artist: Forest Wayne Hertel 



d General Manager ■ JACK McQREW, Station Manager • EDWARD RETRY & CO., Natio 


Your KBIG Is As Big 

A Value As Our 
Glorified Hamburger! 

RATION finished locating the tenth in its 
chain of Self-Service Drive-Ins at high- 
traffic spots on Los Angeles' far-flung 
arteries in the spring of 1957, the next 
step was selection of one advertising 
medium giving strong coverage for 
all 10. 


advertising agency, Scots gave the as- 
signment to radio; specifically, to the 
740 high-traffic spot on the radio dial 
filled by the Catalina Station, KBIG. 

"SCOTS MESSAGE, 'where they glorify 
the 19e" hamburger,' obviously reached 
the desired audience" testify agency 
partners Milt Beckman and Eddie 

"100,000 HAMBURGERS were sold dur- 
ing the three-day annual 1 0-cent sale . . . 
plus countless French fries and soft 
drinks. At the regular 19«! price, Scots 
sells 6 million hamburgers a year... 3 
million malts. ..500,000 pounds of 

"COVERAGE IN THE RIGHT places, plus 
friend-making programs and action- 
creating air personalities, makes KBIG 
as big a value as the 19^ hamburger!" 

Your KBIG or Weed contact has a 
handy file of case histories in other cate- 
gories to help you judge Southern 
California radio. 

Nat. Rep. WEED and Company 

at work 

Eileen Barry, Grey Advertising Agency, Vu York, says that "there 
are still nationally advertised brands which have never used tv. or 
use it sporadically. When they do become interested, the primary 
objective is to 'test' the market keyed to the product. Doing the 
planning and buying for such a test brings into focus the varied 
aspects of agency operations. I've 
found these experiences very re- 
warding: to get involved on a 
small, measurable basis in market- 
ing, research, and buying, then see 
sales results, and — if you are ver\ 
lucky — the expansion of the prod- 
uct to one that is nationally adver- 
tised." Eileen points out that on 
most scale campaigns, the buyer's 
time is taken up in buying, but in 
a test, the buyer gets the chance to 
study the multiple phases of adver- 
tising being brought together. "Some of the excitement conies from 
the great need for secrecy. Recently, we had to change test markets 
and start all over when our client's competitor went all out with his 
advertising in the market, thus distorting the clients test results." 

Ed Jennings, Hicks & Greist. Inc., New York, says that "while some 
members of the television industry are busy publicizing the advent 
of subliminal commercials — which, to the average member of the 
Great American Public, seems to be a fiendishly Big Brother device 
to warp men's minds — others are loudly decrying the imminent 
arrival of pay-tv to the extent that 
viewers hear more about this new 
entertainment medium from the 
interests that oppose it than from 
those which promote it. Mean- 
while, the viewer who turns to free 
tv for entertainment is confronted 
with such a plethora of Westerns, 
^ jj^ a fl|^^^ ( l u ' z shows and pap, illegitimately 

A I descended from one or two worth- 

% while members of each species, 
fc that he welcomes with open arms 

anything breaking the monotony. 
Perhaps this explains the upsurge of movie attendance and nighttime 
radio audiences, making it likel) that pa\-t\ would be widely ac- 
cepted. Let's hope that the programing interests will soon resign 
their attempts to jump on successful bandwagons and. in-lead, risk the 
creation of new ideas before the i\ audience seeks some new love." 


18 JANUARY 1958 


KTITTr^ iJ Jugy| 

K02I outstrips v em all; 

in Denver I 

Hooper and Pulse Agree - 

KOSIno.1 station G am -6pm 

KOSI has captured Denver's buying public! This new 
twist in radio has shattered the stilted precedent set by 

old fashioned stations! KOSI's new era of new ideas is 
reflected in Pulse ratings of 5.1 average per quarter hour 
6 am-6 pm . . . the undisputed No. 1 station overall! 
Hooper shows KOSI outstripping sixteen competitors with 
a 22 overall average. No wonder KOSI dominates Denver 
. . . It's time to see your Petty Man 1 

-5,000 watte 

tower is K02I- land 


Greenville, Miss. 

■1 Hooper 
Call Ed Devney 

and KOBY, Saw Francisco's Nt 
overall in Hooper, Pith'.', 6- Nielsen: 


49th an 

Your article on the Maypo commer- 
cials in the December 14 edition was 
iufoi mati\e and interesting through. 
out. However, I would have also liked 
a photo and story about the actual 
creator — who apparently is John Hub- 
ley — and his son who does the boy's 

All too often, it seems to me, the 
person who actually does the initial 
creative diggings on such great things 
goes relatively unnoticed. 

Frank Knight, vice president 
Richard A. Foley Adv. Agency 
Philadelphia. Pa. 

Now that the excitement of the holi- 
days has somewhat subsided, I should 
like to extend to you my sincere thanks 
and heartiest congratulations for the 
article, "The Maypo Marketing Mira- 

It was an extremely exciting thing 
for us and, judging by the number of 
comments I had from friends in the 
advertising world, it was interesting 
to a good main of your readers. 
Edward G. Gerhic 
v.p., sales, Heublein, Inc.. 
Hartford. Conn. 
Audience builders 

Thanks and congratulations to SPONSOR 
Executive Editor Miles David and 
writer Hal Meden on the fine report- 
ing job in the story entitled "Are Your 
Salesmen Audience Builders?" in the 
December 7th issue of SPONSOR. 

The excellent job being done by Na- 
tionwide in merchandising their Mama 
series is worthy of careful study by 
c\cr\ sponsor of a television program. 
It seems strange that today when rat- 
ings have assumed such tremendous 
Importance to sponsors of television 
programs that agencies and advertis- 
ers give so little attention to the proper 
merchandising of a program. 

The value of propei merchandising 
has been demonstrated so often that 
(here can no longer be any serious 
question of its impact in building audi- 
ences and sales and yet the proper 
merchandising of television shows 

L8 jam auy 1958 







1 :00 - 1 :45 pm 
Mon. thru Fri. 

pioneer station of Western New York 

When budget is the consideration, consider this: 
"Your TV Dollars Count for More on Channel 4." 
This has been the buy-word in Buffalo since 
1948 when WBEN-TV first pioneered television 
in Western New York. 

And if picking spots for a spot-campaign is your 
current concern, "spot" judgment again dictates 
WBEN-TV, particularly in our two top-movie 
programs. Both enjoy the highest popularity in 
their respective time slots. Women — and plenty 
of them -enjoy our MATINEE PLAYHOUSE. 
Adults — and plenty of them — make it a point 
to see our 11:30 Theatre. 

There's a good spot for you on these "good 
buys" in Buffalo. HARRINGTON, RIGHTER and 
PARSONS, our national representatives, will be 
Johnny-on-the-spot when you call them 
for details. 


CBS in Buffalo 

18 JANUARY 1958 

nation in spendable in- 
come per person. And, 
KVOO ranks 1st in 
penetration and cover- 
age of the rich Tulsa area 
— all this, plus bonus 
coverage in Kansas, 
Missouri and Arkansas! 
Yes, KVOO is always 
your 1st choice for 
reaching the 7th! Bet- 
ter get on right now! 

49th & MADISON 

ed. . 

The only station covering all ot Oklahoma's No. 1 Market 

Broadcast Center • 37th Cr Peoria 


President Vice Pres. & Gen. Mgr. 

Represented by EDWARD PETRY & CO. 

1 170 KC • 50,000 WATTS • CLEAR CHANNEL . NBC 
"The Voice of Oklahoma" 

among the vast majority of sponsors 
continues at a relatively low level. 

I sincerely feel that articles such as 
the Nationwide merchandising story 
make a very real contribution toward 
the education of program sponsors in 
this very important aspect of building 
television advertising into a successful 
sales vehicle. 

Fred J. Mahlstedt 

dir. of operations & prod. 

CBS TV Film Sales, Inc. 

A reply to Joe Csida 

We are one of the independents who 
did not write to you when you did 
your piece on the Plough stations. We 
thought it was a good column even 
though at WWDC we have some differ- 
ent ideas about programing than does 
Harold Krelstein. 

So that should give us the privilege 
of commenting on your piece in the 
December 28 issue about network- 

I think the CBS study was a very 
smart move, but to me the results just 
aren't believable. 

Some of us who have been inde- 
pendents for many years have long 
been aware that people listen either for 
information or because radio is a 
"friend." So, here at WWDC, we have 
concentrated on those two factors. 

We have had the same personalities 
on the air for years. One of them, Art 
Brown, has been doing a morning show 
at WWDC for eight years. In every 
time period he is either first or second 
in town. His basic format is not too 
different from competition but he is 
one of the friendliest, most personable 
fellows on radio anywhere. 

One of radio's great appeals is to 
people who are lonely. Loneliness 
reaches its peak in the wee, small hours 
of the morning and many a time our 
all-night man, Nat Wright, has, by tele- 
phone, talked individuals out of com- 
mitting suicide. 

As for information, we defy any 
network-affiliate to compare with us on 
such matters as local news, road in- 
formation, local weather, continuous 
ime signals, etc. 

In short, when an advertiser buys a 
iood independent, at least our type of 
independent, he buys large audiences 
at a reasonable cost-per-1,000 and 
he gets people who have faith in the 
station the) listen to. 

Ben Strouse, president 
WWDC, Inc., Washington 


Just Good Radio . . . 

geared to the specific tastes, needs, and interests 
of each community 


National: Hollingbery Co. ALBANY, SCHENECTADY, TROY, NEW YORK 

New England: KeMel.-Carter N£w ^^ ^^ 

Daniel W. Kops, President • Richard J. Monahan, Vice President and National Advertising Manager 


ask any 


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WKY-TV enjoys the loyalty and trust of house- 
wives to a degree almost unbelievable to anyone 
who has not been to Oklahoma. This is reflected in 
both retail sales and in a remarkable coverage and 
rating story. Ask your Katz man! 


NBC Channel 4 





Represented by the Katz Agency 


18 JANUARY 1958 

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CHICAGO 430 North Michigan Ave Delaware 7-1100 

CINCINNATI 426 Transportation Bldg Parkway 1-1144 

CLEVELAND 1172 Union Commerce Bldg Cherry 1-6010 

DALLAS 2311 Cedar Springs Riverside 7-7536 

DETROIT 15037 W. Eight Mile Rd Broadway 3-8690 

KANSAS CITY 15, MO 6014 W. 76 Terrace Niagara 2-2064 

MINNEAPOLIS 1048 Northwestern Bank Building Federal 3-5552 

NEW ORLEANS 504 Delta Bldg Express 2087 

PITTSBURGH 530 Sixth Avenue Grant 1-9995 

SAN FRANCISCO 105 Montgomery St Douglas 2-4368 

SEATTLE 101 Jones Bldg Mutual 4567 

ST. LOUIS 303 Gill Avenue, Kirkwood 22 Taylor 1-0974 

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News and views for women in 
advertising and ivives of admen 

Women's week 

Memo from the agency receptionist: An agency receptionist may 
know more about the goings-on than top executives of the shop. As 
one of Compton's veteran receptionists puts it, "If you want to keep 
it a secret, don't discuss it in the reception room." 

The gal who sits behind the desk in the agency reception room 
has no trouble recognizing the following types: 

1. The "watchdog." He's the man who comes in and sits and sits 
and listens. Sometimes he covers the listening by leafing through 
magazines. Usually he tells the receptionist, "Don't announce me 
yet." When a man does that, an experienced receptionist will 
engage him in a friendly, impersonal conversation until the con- 
versation he's listening to is finished. 

2. The "Guess who?" or "Don't you remember me?" type: He's 
the man with the ego, but he puts the receptionist on the spot. After 
all, hundreds of people come in to an agency every day. A good 
receptionist, there's no doubt, does have to be a one-woman 
welcoming committee, but there's a limit to her memory too. 

3. The appraiser. He stands outside the reception room (jotting 
down names from the door), then asks the receptionist, "How long 
has Mr. So-and-So been with the agency?" When he's got all the 
information he wants about the man, he leaves, only to return 
sometime later and ask for Mr. So-and-So. 

4. "Personal" caller. He's the man who says, "Tell Mr. Smith 
that Mr. Jones is here to see him. It's personal." Nine times out 
of ten he turns out to be an insurance or stock salesman. 

5. Media reps. "They're the receptionist's joy. They tell their 
name and affiliation. They know whom they want to see. And while 
they're waiting, they're usually cheerful, and chat pleasantly with 
you. In fact, I can usually spot the tv/radio reps. They always talk 
and they never look at the magazines." 

Experts agree that agencies are well advised to choose reception- 
ists carefully and train them in agency etiquette. The first impres- 
sion of the agency's stature and personnel is the one made by the 
gal behind the reception desk. 

Fashion crocus: Adwomen got an eyeful of what's new and what's 
what in feminine fashions for spring, summer and resort wear at the 
recent joint RTES-AWRT annual luncheon held last week at the 
Hotel Roosevelt. The show was produced and narrated by New 
\ ork fashion authority Eleanor Lambert, with the cooperation of the 
International Silk Association, U. S. A. 

Presiding at a head table loaded with luminaries of the fashion 
world were John Daly, vice president of ABC TV and president of 
RTES, and Edythe Fern Melrose of WXYZ. Detroit, president of 

Amusing sidelight w ! as a satirical skit on men's fashions engineered 
by television and radio's Bob and Ray. (Male vs. female again, 
girls! But it's nice to know they're so interested.) 


^ _| IF THEY 
fO^ AIN'T 



Sure, they've got big picture tubes 
in KEL-O-LAND. But when their 
eyes are resting, their ears are 
tuned to the big radio voice 
K E L O , a vital selling force in 
the 4-state KEL-O-LAND market. 
To get KEL-O-LAND's ear, just 
call the K E L O rep near you. Joe 
Floyd and his 105-man crew will 
give your commercial the kind 
of attention that spells immediate 




JOE FLOYD, President 

Evans Nord, Gen. Mgr. 

Larry Benrson, V. P. 

Ask H-R about KEL-O-LAND! 

In Minneapolis it's Bulmcr & Johnson, Inc. 

18 JANUARY 1958 

"The Little Guy 

with the 
Big Following" 

"Wee ReBeL" 


AM — FM — TV 

i Bob Foreman 






Local Acceptance 

Local Programing 

Public Service 


Agency ad libs 

Tv's fight for the 1958-59 ad dollar 

Many of these efforts ago I took occasion to 
describe the hazards of television and the gam- 
ble upon which an advertiser embarks when 
entering the medium. This was, of course, in- 
tended to be helpful to tv. The onlv tangible 
results I achieved as far as I know were that 
W. C. Richardson, advertising eastern manager 
of a somewhat national magazine called Life, 
saw fit to equip some of his salesmen with reprints of my remarks. 
To what nefarious purposes these gentlemen used them, I can't 

It is with the same naivete that I compose another piece on the 
seamy side of tv. Perhaps these comments will be picked up by- 
purveyors of match covers and table tents but I must take this 
chance since the subject of today s Tight Money and how it will 
affect our electronic art-form is of considerable moment. 

You don't have to be a heavy drinker to hear discussions on every 
side about things looking tough for 19S8. Though most manufac- 
turers are expecting a satisfactory year, few seem to be in a mood to 
ladle out advertising dollars with philanthropic abandon. Hence the 
fall season in television will. I believe, see the tightest budgets it 
has \et faced. 

Network tv must guarantee audience 

If you need tangible evidences of this, let me refer you to the 
availability right now of a goodly number of good high rating net- 
work programs from which the present sponsors are looking for re- 
lief. I said "good" shows — and I mean just that. Excellent vehi- 
cles with track records in black and white for anyone who can 
fathom a \ielsen pocketpiece to verify. In fact, some are in the 
top 10! 

Of course, this is a tough time of vear to find anyone with enough 
money lying around loose to permit the picking up of a network 
television show. Nevertheless, the situation does indicate a prob- 
lem that will still be with us in April when buying decisions for the 
1958-59 tv season are made. Which brings me to this point: 

Unless network television is able to find a way of providing ex- 
posure on an audience-assured as well as short-term basis, it is going 
1,, forfeit new millions of dollars to other media. This has always 
been the case but it is doubly true at a time when advertising mana- 
gers are worried about what lies ahead and thus won't make the 
commitments which television has long forced them into. 

I realize that some network programing does allow short-term 
flexibilities but these are generally in fringe time. I refer to net- 
work television which gives a sponsor an insertion, or two. or three, 
delivering with reasonable assurance exposure to his advertisement 
of a pre-determined number of people. If this sounds unreasonable 

18 JANUARY 1958 

PFERE- Take Our 









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WGR Radio's mobile STUDIO 55 
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WGR DJ.'s John Lascelles, 
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attract thousands with their 
personal appearances and contests. 
Thousands of passing cars see the 
trailer and the crowds, instantly 
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Over a million cars and a million 
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Agency ad libs continued . . . 

to those who hawk for the flicker-and-revolver medium, let me re- 
mind them that magazines and newspapers have been disbursing 
this type of advertising comfort to ad managers for decades. And, 
furthermore, it isn't unreasonable. 

New short-haul policy needed 

I was talking to Ollie Treyz, top man at ABC TV, the other day 
about this and he made the astute comment it is about time that 
networks started to offer advertisers top-drawer availabilities on a 
short-haul basis. It may be that ABC, which made such terrific 
strides in circulation last year, will be the first to do it. What would 
be necessary, Ollie said, are enough short-commitments to justify 
the network embarking on the program. 

By announcing to the trade now this policy innovation, a network 
makes it clear that the slots offered to advertisers are not Distress 
Merchandise. Nor would this in any way obviate the need for the 
wholh owned, long-commitment half-hour and one-hour opus. This 
is just one other avenue for television to go down to get hold of 
budget dollars. 

It is possible that if networks were to make a number of spot 
positions available on an in-and-out basis, the local stations might 
scream that spot-money is being diverted from their coffers. How- 
ever, in prime time, the network caliber of program would help 
justify this. Also the same number of station breaks and I.D.'s 
would still be available for local distribution as there are now. In 
addition, the budget required to take on even one network spot is 
such that there would still be untold numbers of local, regional and 
even national advertisers ready, willing and able to buy the local 
time slots. 

Inflexibility can divert dollars 

The inflexibility of present network programing causes in its 
wake an inflexibility of network buying which is today's biggest 
problem. A 52-week buy I weekly or alternate-weekly) and the 
amount of money that must be earmarked for such a purchase causes 
every thinking and fearing man to pause. In times like these it's a 
long enough pause to divert the dollars into other media. 

Unless the economics of film (especially) which now require long- 
term contracts including summer reruns are revised, television will 
be harder to sell than ever. As for programing in 1958-59, who's 
going to gamble on the show-type when he's already running petri- 
fied? So where will the great new ideas be aired? To paraphrase 
I'.ri \\ illiams, "Nowhere!" ^ 

Letters to Bob 


are we 



i ou alway. 



what Bob Foreman says in 


ad libs? Both Bob and the editors of 


will b 

? happy 


receive am 


) mil 



I hem 

to Bob 


amui. C 

sponsor, 40 E. 4,9th, N 

>w York 

17, Neiv York 

18 JANUARY 1958 

Famous on the Georgia Scene 


1800 markers, tablets, monuments and artillery pieces 
memorializing the Battle of Chickamauga. Also famous on 
the Georgia scene is WAGA-TV, the state's leading tele- 
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m \ 


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WTIX now enjoys 2!). 2' ; of the daytimi 
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idience. (7 a.m. -6 p.m., 

And then, there's Pulse: 

WTIX is first in 433 quarter-hours, tied for first in 22, second in only A 

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18 JANUARY 1958 


195 7 j $200,000,000 

1956 * $149,500,000 


1955 M $120,393,000 

1954 $120,168,000 


Clients are bullish on network and spot radio. Reps 
foresee 10% rise over boom year 1957. Here are 
ways to pull in new clients now making media plans 



I his year radio can have its big- 
gest boom since the arrival of tv," says 
Y&R media director Pete Levathes. 

If the first few weeks of 1958 are an 
indication, conditions are ripe. Reps 
surveyed by sponsor in New York this 
week talk of at least 10' < growth over 
1957's estimated $200 million spot ra- 
dio volume. The SRA, whose 1956 
forecast came within 2.8 r /( of the FCC 
report on 1956 volume, also predicts a 
10% growth in 1958. 

Surprisingly, buyers of both 
network and spot radio are even 

more bullish. They report: 

• Several major network radio buys 
will be announced by the end of this 

• More clients are emphasizing spot 
radio plans in their 1958 media strat- 
egy meetings. But reps feel that it will 
be spring before the campaigns now 
being discussed get on the air. 

• Radio, network and spot both, has 
been getting more media planning time 
at top air billings agencies than at any 
period since pre-tv. A number of agen- 
cies are reevaluating media in the light 

of 1958 client needs. McCann. Y&R 
and BBDO, for instance, already see 
greater radio activity than at this time 
last year. 

• And agencies are adding more 
radio specialists like Ed Fieri, new spot 
radio coordinator at BBDO. 

Tighter ad money and competitive 
market conditions are driving a lot of 
advertisers to radio's door. But if the 
sellers of the medium want them to 
knock and come in. they'll have to 
know what clients and agencies are af- 
ter. Here are some of the bis, needs: 

18 JANUARY 1958 

Have the sellers caught up with their own 
medium? They're underestimating value of on-air 
talent and programing, claim some buyers 

Put time in modern packages: 

\\ hen admen talk spot radio today, 
they're talking big frequency — 20 to 
100-plus announcements a week per 
market. Eventually, this has to mean 
greater spill-over into non-prime day- 
time anrl nighttime. 

"Interest in nighttime radio is going 
up," says Y&R's Ray Jones. "And it 
can increase through the year with 
good programing, salesmanship and 
revamped packages." 

These new packages will have to 
contain maximum number of advertis- 
ing impressions per dollar in 1958 to 
attract clients with medium-size bud- 
gets — and they're the ones who are 
considering radio as their prime me- 
dium in many markets. 

Modern time packaging does not 
necessarily have to reach the "family 
audience" all at one time. Clients are 
looking at the cumulative, over-all ef- 
fect of the campaign today. And they'll 
pa\ for reaching just segments of this 
total "family audience ' — if the price 
is right. 

SPONSOR found too that agencymen 
looking toward spring campaigns this 
year are seeking additional incentives. 
A number of saturation advertisers go 
in for two- to eight-week flurries to 
solve specific problems and then pull 
out. Longer-term merchandising sup- 
port from stations and better discounts 
to long-term clients may counteract 
this trend. 

Don't be afraid to boost rates 

but . . . Agencymen are recommend- 
ing caution about price boosts; but 
the) anticipate a rising trend 1»\ mid' 
year. Their views are split about the 
effect of such increases. Some fear 
that blanket rate boosts may diminish 
radio's price advantage over competi- 
tive media and make it less appealing. 

But others say that certain in- 
creases may actually raise radio's 

"Moderate rate increases may lie in 
ordei in some cases," Bays a top agen- 
cy executive in charge of network 
radio. "Hut tin- networks ami stations 
both will have to In- careful these 

boosts don't drive out the clients now 
using the medium. On the other hand, 
moderate hikes, where justified, can be 
good because they show that the me- 
dium is back." 

Where the network are concerned. 
NBC has announced a rate increase 
starting 1 April. To date, ABC con- 
tinues to hold the price line, as does 
MBS. CBS, with its less segmented 
programing, continues to sell at higher 
rates than the other three networks. 

Some of the top radio stations put 
through relatively modest rate in- 
creases by mid-1957, when spot radio's 
resurgence began to inspire confidence 
in the medium. Reps expect more sta- 

tions may follow suit by the end of 
six-months' rate protection in June. If 
such boosts have an adverse effect on 
business, it won't become apparent un- 
til time for fall buying comes around. 
"If station management is wise, it 
will be disciplined about rates and not 
raise them in the first flush of success," 
says Compton s Frank Kemp. "There 
are a lot of clients who used to be on 
radio and haven't returned to it yet. 
The first job for the medium is to at- 
tract these advertisers back in."' 

Don't overdo music: Admen are in- 
creasingly concerned about quality in 
radio programing and quality of the 
audience. They're not satisfied to 
know that a station programs music. 
"What kind of music? And who's lis- 
tening?" are questions now being 

The associate media director of one 
of the top 10 radio agencies told 
SPONSOR: "I'm not at all sure music is 
the best kind of radio programing to- 

Complexities of buying radio could hold up growth 

Confusing rate cards can slow 
radio selling problems symboliealh 
home needs measurement. Summer i 

ii». warn* Compton"s Frank Kemp, illustrating 

jres below. Second problem (right) : Out-of- 

might increase if such figures were available 

day. nor am I sure that the networks 
or stations are wise to stress radio as 'a 
companion to provide background.' If 
the programing doesn't deserve the lis- 
teners' full attention, how can you per- 
suade the client his commercial will 
stand out?" 

There are many who feel creativity 
and originality in radio commercials 
far outstripped programing innova- 
tions in 1957. True, new spot and net- 
work concepts were developed during 
the past year (admen look forward to 
new programing announcements NBC 
will make this month I , but there's 
plenty of room for more innovation. 

"The time may be ripe for a return 
to more interesting 'talk' programs," a 
high-level agency programing execu- 
tive told sponsor. "If radio is to keep 
growing, it mustn't sell itself short by 
talking about cumulative audiences 
only and shrugging off programing." 

Use research to provide some an- 
swers. There are plenty of unknown 

\ ^ 


W ' 

Network radio director Bill Hoffmann keep 
BBDO clients informed of new programing: and bir 
ing opportunities, helped boost net radio activit 

Spot radio at BBDO is now coor 
by veteran broadcast buyer Ed Flei 
will scout new buys for all agency 

i solution: Hire men in agencies who coordinate new radio facts and figures 

quantities in radio buying today. "If 
the industry as a whole underwrote 
some research projects to answer some 
of these questions, radio would prob- 
ably grow much faster," says Comp- 
ton's Frank Kemp. 

"Maybe radio is a sensational me- 
dium during the summer because of 
vast out-of-home audiences." says 
Kemp. "But how do we know? We 
hear about the out-of-home listeners, 
but no one has the figures." 

Other research problems that chal- 
lenge media men include trying to find 
the point of diminishing return in 
saturation. "There must be a point 
when repetition loses its effectiveness," 
says BBDO director of network radio 
Bill Hoffmann. "If research provided 
that answer, we might be able to spend 
our radio dollars more effectively." 

Other top priority questions: What's 
the relative effectiveness of live per- 
sonality selling on radio versus e.t.'s? 
Can interesting sounds or humor in ra- 
dio commercials distract the listener's 
attention from the product pitch itself? 

Promote without 'puffery': Agency 
media men are first to admit that 
they're pretty blase about station pro- 
motion pieces. In fact, one top agency 
media director who swore sponsor to 
secrecy, has mimeographed memos 
which his buyers give their secretaries 
instructing them to file all station pro- 
motion material in the wastepaper bas- 
ket, sight unseen. 

"Occasionally, we'll lose a gem that 
way, I admit." he told sponsor. "But 
too much of the direct mail promotion 
is 'puffery.' In all their promotions, 
either direct mail or advertising, sta- 
tions should stick to information. Case 
histories are always interesting to us." 

With the growth of media research 
in big agencies, there's less and less 
reliance on market data furnished by 
the stations. But buyers do want in- 
formation about the character of the 
station, its acceptance in the commu- 
nity, the background of its performers. 

"Radio has given up its glamor 
without a fight." says BBDO's Bill 
Hoffmann. "The place where the net- 

works should promote is by building 
its talent in columns and in magazines 
and on the air. They've got a lot of 
'glamorous' names on the air these 
days, but they're not exploiting these 
names fully." 

Better promotion on the part of sta- 
tions say agency media men, would 
make it easier for them to enthuse cli- 
ents. It can pave the way for wider 
use of radio within the agency. 

"We're not here to promote the me- 
mium as such," says BBDO's Ed Fieri, 
newly appointed coordinator of spot 
radio in the agency. "But we do want 
to make sure it's being used in every 
case where it would solve a client's 
media problem most efficiently. In- 
telligent promotion could run inter- 
ference for us." 

When reps are good, they're very, 
very good, but . . . And they're do- 
ing a better and better job according 
to such broadcast buyer veterans as 
(Please turn to page 72 i 

18 JANUARY 1958 

#%n ancient cigar store Indian 
guards the executive office fover at 
Consolidated Cigar Corp. headquarters 
in New York (!itv. His intense "look- 
out" pose I see cut I is well suited to 
represent the firms search for sales in 
today's highlv competitive cigar mar- 
ket in the I . S. 

Spot t\. with unique 'arty' commer- 
cials is the new medium in this quest 
for sales In a subsidiary of the cor- 
poration. Consolidated Cigar Sales Co.. 
Inc. The firm spent, by sponsor esti- 
mate. $300,000 in air media during 
1957 to advertise its Dutch Masters 
brand. About $250,000 went into first- 
time use of spot tv: the balance was 
used in radio. 

Worlds largest cigar manufacturer, 
the parent firm operates through three 
-ale- divisions accounting for about 
18.5$ of the total industry dollar vol- 
ume in the U. S. today. Consolidated's 
-ales totaled sT2.i! million in 1956. 

Exactl) how much of that figure 
came from the sale of Dutch Masters 
is, naturally, a well-guarded secret 
within the Consolidated organization. 
Some measure of the I rand's impor- 
tance can be made, however, from this 
quote: "In most major metropolitan 
markets Dutch Masters and El Pro- 
ducto are competing against each other 

for top sales ranking within the qual- 
ity price line — from two for 25c to 
25c each. a companv executive 

I he two brands are. in fact, com- 
peting cousins; El Producto also is a 
Consolidated product, marketed by the 
firm's subsidiary. G. H. P. Cigar Co. 

Industry profile: Consolidated, as 
well as other cigar manufacturers, has 
a tough row to hoe in marketing its 
product. Prime reasons: 

• Cigars are strictly an adult male 

• I here are only about three mil- 
lion regular cigar smokers in the U. S., 
according to Cigar Institute of Ameri- 
ca. Men smoking three or more cigars 
per dav are considered "regulars."' In 
addition to this industry backbone, 
there are an estimated 12 million addi- 
tional men who smoke cigars occa- 
sional . sa\s CIA. 

• There are about 75 major com- 
panies competing for this numerically 
minute market with hundreds of differ- 
ent brands. 

\\ ith so few potential customers, 
what's the attraction'.'' Dollar volume. 
Men spent $166 million more for ci- 
gars in 1956 than women did for cos- 
metics, according to estimates pre- 

pared bv Drug Topics. I See chart for 
comparison of cigar volume with other 
products used primarily by one sex.) 
"Individual spending of each cigar 
smoker makes him an extremelv valu- 
able customer," says Jack Sperzel, 
Dutch Masters' advertising manager. 
He points out "a man smoking six ci- 
gars a day (heavy) spends $5.25 a 
week if he buys 2 2r>6 Dutch Masters. 
Even if he buys our 1<V brand, Har- 
vesters, he represents $4.20 a week in 

Advertising, therefore, plays a vital 
role in the cigar marketing picture. 
"\\ hv. if we could just get the 12 mil- 
lion occasional smokers to consume 
one cigar per day, think of what it 
would mean to our industry — the onl) 
problem would be to build more fac- 
tories," says Stan Kolker, assistant to 
the president of Cigar Institute of 

Dutch Masters advertising: Dutch 

Masters advertising has undergone an 
overhaul since July 1956 — at the hands 
of Sperzel and Erwin, Wasey, Ruth- 
rauff & Ryan. (Erwin Wasey was the 
agencv for Consolidated Cigar Sal - 
Co.. Inc., for over 20 years. I 

"Cigar advertising has been routine 
and pedestrian and we are striving to 


A handful of men spend more money annually on cigars than 
all women do on cosmetics, but how does a marketer reach 
that handful of customers? Dutch Masters put spot tv in the 
advertising media lineup — and capitalized on imagery trans- 
fer by using French-flair art in commercials and magazines 

sponsor • 18 jam ahy 1958 

get away from that approach," says 
Bob Sanders, Dutch Masters' account 
executive at EWRR. This goal is re- 
flected in the brand's first-time use of 
spot tv, started in September 1956 and 
now running in nine metropolitan mar- 
kets: New York, Chicago, Milwaukee, 
Rochester, Schenectady. Hartford, Buf- 
falo, St. Louis and Cincinnati. About 
85 spots weekly run on 17 stations. 

Spot tv also is used throughout the 
12 Western states via EWRR's Los 
Angeles office, where the Dutch Mas- 
ters' West Coast advertising activities 
are centered, sponsor estimates Dutch 
Masters spends about $1 million an- 
nually in advertising, split about 
$150,000 for West Coast action, $850,- 
000 for remaining sections of the U. S. 

The decision to put a full quarter of 
the advertising expenditure into spot 
tv was made because of five factors, 
Sperzel told sponsor: 

• "We could select and use only 
those markets where we felt we needed 
tv support. 

• "Spot announcements could give 
us faster impact initially than any type 
of show property we could afford. 

• "The highly visual nature of our 
campaign made it a natural for the 
repetitive tv commercial treatment. 

{Article continues next page) 


French artwork, tying in to Dutch Masters 

Advertising slrateg 1 

Legler, account stipends' 
solidated Cigar Sales Ci 
Mogulescu, asst. to pres. 

Inc.: Frank Wells, 
of Consolidated CigE 

ling discussion from (1. to r. I . .lark 
perzel, advertising manager for Con- 
president of that company, and Jack 
' Corp., parent of the sales company 

Critics question use 
of Francois' art, fast 
pace in commercials 
but objective was to 
stand out in crowd 

• "These commercials give us an 
imager) transfer benefit in our nation- 
al magazine advertising. 

• Present budget limitations make 
it feasible to use tv support for maga- 
zine advertising, rather than tv exclu- 
sively. We sell this cigar in every 
hamlet in the U. S. and you can't high- 
light every hamlet with tv unless 
vou're a General Motors." 

"French" 1 commercials : Dutch Mas- 
ters" commercials have a French heri- 

u i in g would be 
women followed the example of actress 
Vivienne Drummond; as it is, nighttime 
is best bet — to hit the jnale audience 

tage. They use the artwork of France's 
noted illustrator Andre Francois as a 
base. Francois designed a series of 
unique magazine ads featuring clever 
drawings done in a wash technique; 
these drawings I see cut I were semi- 
animated and mixed with live-action 
to carry the Dutch Masters' sales mes- 

"Good things happen to the man 
who smokes Dutch Masters." is the 
commercial theme. "We wanted to tell 
a quality story without using that 

much - overworked 'quality' word," 
Sanders told sponsor. 

"Research indicated we had a qual- 
it\ image in the public's mind, but our 
old scratch-board type ads tended to 
have an old-fashioned appeal. We 
wanted to update this campaign — to 
get the modern effect and broaden our 
appeal." Sanders said. 

This modern approach helps carrj 
out an aim of the entire cigar indus- 
try — to attract younger men into the 
cigar-smoking fold. Cigar Institute's 
Kolker reveals there's been notable 
success in this endeavor; "the cigar 
smoker's average age today is about 
35, whereas in 1947 it was around 
45," he told sponsor. 

A smartly worded and bouncy- 
tuned jingle carries the sales message 
for the unusual visual approach. Sam- 
pie lines: "Eyes pop, waiters hop, race 
horses hurry and hearts flip-flop for 
the man who smokes the fine cigar — 
for the man who smokes a Dutch Mas- 
ters; heads turn, torches burn, taxi- 
I Please turn to page 80) 


Sh in in g Preparations 

Blades I 

Razors I 

Klei trie Shavers I 

Hen's Toiletry Sets ■ 

Mail Poli 

'/ r par ulii 

Perfumes i 

i 1956 Iiruu Topics' e 

Cigar customers may he few and far between, 

hut their dollar expenditure (left) makes the 
market a giant in comparison to other one-sex 
product*. And the niont-\ goes into a wide varict\ 
of retail outlets — Consolidated says cigars can be 
found in more outlets than hair tonic or soap 

The problem of 

style of Andre Francois 

nsferring the soft 
irt work from maga- 
-rcials is talked over by 
EWR&R account exec, 
agency tv/radio dir. 


A steadfast friend of tv 
who recently documented 
"Boredom Factor" in view- 
ing speaks out on what 
admen must do to rekindle 
the spark of creativity 
he says is dying out 

l"ot long ago, John P. Cunningham, 
president of Cunningham & Walsh, 
blew the whistle on "creeping medi- 
ocrity" in tv. The occasion was the 30 
October ANA meeting in Atlantic City. 
About a month later, came C&W's 10th 
report on Videotown ( See "Videotown 
10 years after," sponsor 7 December I 
and once again the industry was re- 
minded of the existence of a Boredom 
Factor in tv viewing which, as Cun- 
ningham put it. "causes dial-switching, 
vacant-minded viewing, lower ratings 
and, as far as tv advertising is con- 

cerned, less penetration-per-skull per- 

Among the programing practices 
that Cunningham exorcized was the 
lack of imagination which finds many 
agencies and advertisers riding a show 
trend simply because it is a trend, as 
witness the current Western cycle, for 

Since Cunningham and his agency 
have a deep interest and vast respect 
for tv both as an advertising and en- 
tertainment medium, and also because 
C&W itself was a pioneer in bringing 

John P. Cunningham, presi- 
dent of Cunningham & Walsh, | 
— a keen student of tv '' 
ibits since the begin- 
he has warned against 
"mediocrity" and sets blueprint 
to combat it through imagination 


has been 


CUNNINGHAM continued . 

Cheyenne, \HC. adult Western, an, 

. CBS TV Gunsmoke were C 1 

'Yes, we'd try to steer a client from 'another adult Western 9 . . ." 

the adult Western avalanche to t\ 
screens (Gunsmoke on CBS TV and 
Cheyenne on ABC TV), sponsor asked 
Cunningham to amplify and defend 
some of his statements. 

\ report of this interview follows in 
question-answer form: 

{). ) our address before ANA was 
lilted "Creeping Mediocrity in Tv 
And the Advertiser's Responsibility?" 
How much of the Boredom Factor is 
the advertiser's responsibility? And 
how much blame should be laid at 
other doorsteps, such as tv show pro- 

A. The Index of Boredom is the re- 
sponsibilit) of the advertiser and the 
networks working together. It is some- 
times easier for a network salesman to 
sell imitative shows on the basis of suc- 
cesses in that area I for instance, the 
success of Gunsmoke) than a new type 
of show. It is easier for the advertis- 
ing manager to sell it to his superiors. 
Responsibility lies on all three door- 
steps — the network, the agency, the ad- 
vertiser. I would attach very little 
blame to t\ show producers. The) are 
merelv Irvinjj diliuenlK to create mar- 
ketable products. 

i). Considering your own agency's 
great stake in tv, didn't you have some 

qualms about raising the issue oj bore- 
dom ? 

\. I have no qualms about raising 
an) issue thai I think will improve the 
effectiveness of the ad\erti«.in» dollar 
or, to pul it the other wa) . thai will 
keep it- effectiveness from being depre- 
ciated. I believe thai h toda) is big 

enough and secure enough to stand a 
little self-criticism and analysis at this 

Q. We assume you raised the ques- 
tion in the hope that creators of tv 
shows will hurry to remedy the situa- 
tion. But does it honestly seem possi- 
ble that boredom will be relieved 
among audiences that daily grow more 
s iphisticated, to people who have come 
to regard the medium as a common- 
place part of living? 
A. I don't think that creators of tv 
shows will hurry to remedy any situa- 
tion. They will, however, always be 
seeking new patterns or fresh angles of 
old patterns so they may have some- 
thing distinctive to offer. Among these 
will come the $64,000 Question's, 
Gunsmoke' s and the / Love Lucy's of 
the future. It is true that people have 
come to regard the tv set as a com- 
monplace instrument in their homes. 
But they expect great entertainment 
from it beyond all other forms and I 
have no doubt they will eventuallv get 

For opposing views on j 
tv and on "Boredom," 
turn to "SPONSOR 
Asks," page 54, where 
three industry leaders 
voice their opinions 

it. although there 
Boredom Factor. 

always be 

Q. You said that boredom is com- 
pounded by imitation. Would you or 
your agency really try to steer a major 
client away from "another adult West- 
ern" if his heart is set on it? 
A. Definitely yes. We would try to 
steer a major client or a minor one 
away from "another adult Western," 
even if his heart was set on it. We 
would try to unset it. That is what we 
are in business for. We would, how- 
ever, consider favorably another adult 
Western if it was a "marked creative 
departure from the pattern," to quote 
myself in my own speech that brought 
this question to me. After all. Cun- 
ningham & Walsh bought Gunsmoke 
and Cheyenne in the very beginning of 
the adult Western wave. 

Q. Did you have some specific sus- 
picion that boredom had set in among 
tv viewers? Was it this that prompted 
you to include a depth survey of view- i 
ers' reactions for the first time in this 
year's Videotown study? 
A. I had more than a suspicion. Pro- 
fessional tv reviewers and tv writers 
have been complaining vociferously in 
the press about current tv mediocrity. 
Furthermore, I believe there has been 
a somewhat exceptional rise in tv criti- 
cism from everyday listeners and tv 
enthusiasts. We wondered how deeply 
it had seeped into the people. There- 
fore, we included the depth survev in 
our Videotown study. May I say there 
is never a time when an Index of Bore- 
dom does not exist in any show. The 

1<°» JANUARY 1958 

important thing is the comparative in- 
dex among shows and the slow rise of 
this boredom index, not only in any 
one show, but particularly in a classi- 
fication of shows, such as Westerns, 
^ ariety Shows, and so forth. That is 
the Index of Boredom we must watch 
for the sake of effective program spon- 

Q. Isn't it safer for the advertiser to 
ride along on a crest or trend that has 
proven reasonably successful in ratings 
than to strike out into unexplored pro- 
graming fare? 

A. It is much safer, but advertising 
agents and advertisers will get extra 
dividends from their advertising dol- 
lars — in other words, more penetra- 
tion-per-skull-per-dollar — if they do 
not timorously adhere to safe, imita- 
tive, "me too" paths. 

Q. You mentioned wider coverage of 
I . \ .. televised Congress, etc., as some- 
thing that might add excitement to tv. 
But isn't this a responsibility of the 
broadcaster rather than the advertiser? 
A. You are right. This is the respon- 
sibility of the broadcaster. To quote 
myself again from my talk. I said. 
"We should encourage the broadcaster 
all we can" for the sake of making 
broadcasting fare one of tremendous 
importance and value to all the people. 
This makes for a more effective adver- 
tising instrument. 

Q. Wluit practical steps can the ad- 
vertiser or agency take to force more 
exciting programs into the airwaves? 
A. Research helps. Depth interviews, 
such as our Videotown, helped to give 
us a feel of what people find most ex- 
citing, as well as what they are begin- 
ning to tire of. Courage helps. Cour- 
age to consider new types of shows, 
and devoting time and judgment to as- 
say them. There are always indica- 
tions of what people are beginning to 
find new and exciting on tv. The big 
thing is to look for new angles to ap- 
ply to popular trends of programing 
and not merely to try to duplicate top- 
rated shows: 

Sum-up: On the basis of last year's 
Videotown study, it appears the future 
of tv viewing will be influenced partly 
by set development, partly by socio- 
economic changes — but mostly by pro- 
graming itself. It is the latter area 
wherein lies Cunningham's challenge 
for a better 1958. ^ 



Scranton s Globe store puts $15,000 a year in medium 

Use radio without testing its sales effectiveness against other 
advertising media? 

Many department store admen may regard this as foolhardy . 
but hear out John Noble, president of The Globe Store, Scran- 
ton, Pa.'s largest department store. 

Globe doesn't run tests to determine the comparative returns 
on advertising media, and Noble says, "The $15,000 a year 
or so we invest in radio every year proves that we regard and 
use the medium as an effective selling tool." 

The Globe Store, serving about 380,000 people, uses five 
radio stations regularly in its advertising: WEJL, WGBI. 
WARM and WSCR, all Scranton, and WCDL, Carbondale, Pa. 

About 95'/ of radio money goes into sponsorship of three 
programs. They are: Globe Store Shoivcase, a music-and-news 
program aired from 9:00 to 10:00 a.m. Monday through 
Saturday; Globe Sports Calendar, 5:45 to 6:00 p.m. daily; 
and Athlete of the Week, a program honoring the outstanding 
schoolboy athlete of the week in Northeastern Pennsylvania, 
and broadcast from 1 :30 to 1 :40 p.m. Sundays. All programs 
are over WEJL. Other radio activity is confined to announce- 
ments, used particularly during special sales. 

Noble says, "we use radio to sell the whole store, rather than 
saturating our programs with merchandise. It sells us to the 
people through our slogans, like 'Scranton owned — Scranton 
operated,' or, 'Scranton's largest store.' " ^ 

Coverage map for WEJL is discussed by (1. to r.) : Cecil Woodward, 
station general manager; Donald O'Brien, Globe Store advertising man- 
ager; John Noble, store president; and Paul Ransford, Globe's merchan- 
dise manager. Globe finds radio especially effective during special sale 


Here are some answers 
from CBS TV Spot Sales 
research on both cost 
and audience. Data will 
soon go out to admen 
on a handy slide-rule 

I his week. CBS TV Spot Sales came 
up with some important answers about 
spot television plus a bright new tool 
to make buying easier. 

The tool is the Cume-Rule. a handy 
slip-stick that will provide the buyer 
with instant information on cost, cov- 
erage and audience. Within the next 
week, about 4.S00 of these slide-rules 
will be mailed out to key advertising 
personnel across the country — client 
ad managers, media directors, time- 
buyers and account executives in agen- 

Out of the research that produced 
the Cume-Rule come some interesting 
facts about spot tv. For one thing 
there is its tremendous reach: 

• Three 20-second announcements 

per week in Class "AA" nighttime in 
the top 45 markets showed a gross na- 
tional rating that translated into 22 
million family impressions, represent- 
ing 80$ coverage of U. S. tv homes. 

• On an unduplieated basis, the 
weekly reach of such a schedule proved 
to be more than 14 million different 
homes (34$ of tv homes I. 

• In four weeks, the unduplieated 
audience swells to 23% million |.i!!', ) 
different homes. The cost of this Inn 
would be $47,070 per week (see charts). 

Since the Cume-Rule covers both 
night and day announcements, here is 
an example of the reach of 12 daytime 
20-second announcements in those 
same 45 top markets: Again the cover- 
age is 80 r /( , but family impressions 

Men behind the slide rule: (1. to r., standing) John A. Schneider, general manager CBS TV Spot Sales; George Blechta, \ice presides 
\. C. Nielsen Co.; Thomas Dawson, CBS T\ Spot Sales director of promotion; Waller Stein, assistant research manager for CBS TV Spc 
Sales. Seated al desk is Roberl F. Davis, director of research, CHS TV Spot Sales, who was in charge of the multi-month long projec 





Chart at right demonstrates the cost 
of three nighttime and 12 daytime (20- 
and 10-second) announcements as 
groups of 15 markets are added to the 
original top 15 markets in a spot tv 
campaign. This information has been 
translated into slide rule form in new 
Cume-Rule shortly to be mailed admen 




^~~" 20-SECONDS 


,+*" ,..••' 20-SECONDS 

*»•"* •••* 


30,000 / 

..•••" 3 NIGHTTIME 
.." ._- — - # 10-3EC0N0S 

20,000 ••'" 

-•-'" .12 DAYTIME 


..-+■ * 





30 45 60 75 



per week go to 27 million. The weekly 
reach, unduplicated, is about 11% mil- 
lion different homes (28.6% of U. S. 
tv homes), and in four weeks, this 
daytime audience grew to nearly 18.5 
million (44.9%) different homes. The 
cost of this Monday-Friday 12-an- 
nouncement buy works out to $38,953 
per week. 

It is this type of information that 
can be found in seconds with the CBS 
TV Spot Cume-Rule. It shows two 
types of buys. One side of the slide 
rule is daytime; it reports statistics on 
12 daytime announcements (20-sec- 
onds and 10-seconds) per week in the 
top 15, 30, 45, 60 or 75 markets. The 
reverse side tells the nighttime story — 
three announcements (20's and 10's) 
in nighttime Class "AA" time per week 
in the same market groups. 

CBS TV Spot Sales specially com- 
missioned A. C. Nielsen Co. to do all 
the audience research — coverage, gross 
families reached, one week undupli- 
cated audiences and four week undu- 
plicated audiences. It is based on a 
tabulation of the national Nielsen Tele- 
vision Index, and a four-week sample 
was used— 6-19 October and 27 Octo- 








...-• ^*-—~~~^~ 

♦3 m 







30 45 60 


ber-9 November were the weeks taken. 

Of special importance to advertisers 
who use the new slip-stick is the fact 
that the Nielsen ratings are not pro- 
gram audiences, but are actual audi- 
ences to the announcements — viewing 
between programs. It was not a mat- 
ter of averaging two successive tv 

All costs are from Nov. 1957 Stand- 
ard Rate and Data. Both the audience 
data and costs are based on local times 
on CBS-affiliated stations. The day- 

time 12-announcement schedule runs 
Monday through Friday between 9 
a.m. and 5 p.m. In the case of the 
three-announcement nighttime sched- 
ule, it is based on these local times — 
8 p.m. Monday, 9 p.m. Wednesday, 10 
p.m. Friday. 

Robert F. Davis, CBS TV Spot Sales 
research director, was the man respon- 
sible for the project. He was aided by 
Walter Stein, assistant research mana- 
ger, and the CBS TV Spot Sales re- 
( Article continues next page) 

18 JANUARY 1958 

The reach and cost of spot tv in 15 to 75 top tv markets 

15 30 45 

ANNOUNCEMENTS PER WEEK <in black type below) 
60 75 

Type of annct. 

20 Sec. 10 Sec. 

20 Sec. 10 Sec. 

20 Sec. 10 Sec. 

20 Sec. 10 Sec. 

20 Sec. 10 Sec. = 


$27,630 -1 1,847 
$20,096 $9,987 

H9 t 292 

$30,962 $14,988 


$38,953 $19,072 

154,195 $27,035 

$44,969 $22,107 

$60,840 $30,327 
$51,070 $25,211 

Families 1 000 1 ° U. S. 

Families iOOOI % U. S. 

Families (000) % U. S. 

Families (000) % U. S. 

Families (000) ° U. S. 

< overage 

21.918 53.2 

28.181 68.4 

33.248 80.7 

36.009 87.4 

37,327 90.6 

per week 



i7.: i >7.iii)(i 






Net audience 

Families 1 000 1 ° U. S. 

Families (000> % U. S. 

Families 1 000 1 % U. S. 

Families (000) % U. S. 

Families (000) % U. S. ; " 



7,045 17.1 

11. Ill' 27.7 
9.517 23.1 

14,049 31.1 
1 1.783 28.6 

15.191 ;;:.n 

13.019 31.6 

16.521 1(1.1 

13,802 33.5 

t week 

tin da plicated 

1 1,956 16. I 
11,454 27.8 

19.911 18.1 
15,409 37.4 

18,499 44.9 

26.24 1 6.;.: 
20.641 50.1 

28.428 69.0 1 
22.166 53.8 

Data based on 12 ani 

uncemenl schedule between '.i "" A.M-5:00 I'M Hondas Friday, local times .-" CBS station. Cost 

arc 1 week rate. 

SOURCES: Coverage an. I family data from NTI, Oct. Nov. 1957. Costs from SRDS, Nov. 1957. Markets ranked according to NCS #2. 

search staff of five. Davis and this 
inoup processed all the research data, 
worked out the costs, integrated them 
into tables, then developed from it the 
new slide rule. Planning started in 

"'We have had requests for this type 
of information before," Davis said, 
"and we've done some specific re- 
search for individual advertisers along 

similar lines, hut this is the first time 
we've done it for the whole industry.'" 

"Here at CBS TV Spot Sales," ex- 
plained Jack Schneider, general mana- 
ger, "we've done research on a contin- 
uing basis for both advertisers and sta- 
tions. So we had guidance from out- 
own experience on how valuable such 
a study could be. It's a funny thing 
with us reps." he added, "we're a high- 
ly competitive bunch when it comes to 
getting business for our stations. But 
when it comes to attracting advertisers 
into spot television, well all turn our 
research departments inside out to get 
advertisers into the medium." 

What this new CBS study and slide- 
rule provides is information for spot 
television that is not duplicated, for 
example. b\ newspapers. In the cate- 
gory of costs, it might be equalled, but 
in coverage and actual audience to 
individual advertisements it is far and 
away ahead of print media particularly 
since the ratings are for audiences at 
the actual times of commercials. 

It is also the feeling around CBS I \ 
Spot Sales that the ratings given on the 
slide rule mav be more meaningful to 

buyers than the families tuned in. In 
other words, a 25 rating may be more 
significant than the 10 million undu- 
plicated homes. But the slide rule 
gives both. I The two-color table above 
shows data that the rule will furnish.) 

Since the CBS TV Spot Sales studv 
is a first, there is nothing in the line 
of past information against which to 
measure trends. But it does afford a 
quick, clear contrast of day and night 
tv announcements in relation to both 
costs and audiences, and a look at the 
graphs will show a parallel relation- 
ship between the two. Between 3 
night announcements and 12 daytime 
on a weekly basis, the difference in 
both time charge and audience re- 
mains prett) constant from 15 through 
75 markets. 

Says Jack Schneider, "The reach 
and efficiency of spot television realh 
didn't surprise us. It came out pretty 
much as we figured it would." 

Advertisers who do not receive their 
Cume-Bule within the next week or 
two. mav write CBS TV Spot Sales at 
488 Madison Ave.. New York. ^ 

18 JANUARY 1958 




Seven of 40 new shows on net tv this season have been dropped. 
While casualties so far are just small fraction of hours pro- 
gramed, they are twice as numerous as last season by this point 

shows to hit the 
1 had been dropped 

Among the 40 r 
air this season, sevi 
by this month, (all nighttii 

In all, 10 evening programs from 
among the 157.25 evening network 
half-hours were dropped. 

Thus at mid-season 6'A of all eve- 
ning network half-hour periods have 
been reprogramed. Last year by the 
same time only 3 ( /< were changed. 

Here is the rundown by networks: 

ABC TV: The sponsored programs 

dropped are Date With The Angels 
and Guy Mitchell. Open Hearing, 
American Bandstand and Keep It in 
the Family, sustaining shows, are also 
off. Debuting half-hours include The 
Betty White Show, Sid Caesar Invites 
You, Love That JUL The Dick Clark 
Show and Adventures at Scott Island 
I formerly Harbourmaster on CBS. 
CBS TV: This network does not 
show as many changes. Assignment 
Foreign Legion and Harbourmaster 

are off. Richard Diamond, Private De- 
tective makes its initial winter appear- 
ance, replacing Harbourmaster. I It 
was a replacement show this summer.) 

NBC TV: Bowing out are Whais 
It For, Amateur Hour and Red Barber. 
Nat King Cole went off in December. 
Replacing these shows respectively are: 
End of the Rainbow, Outlook, NBC 
Sports Spot and Treasure Hunt. 

Daytime tv: Dotto for Strike It 
Rich ( CBS ) ; Kitty Foyle for Bride 
and Groom I NBC I. ^ 


Network Sales Status Week Ending 18 January 



11.4 ABCi* 
90.8 CBSfB 
87.0 NBC ■ 




| % 

m Live 

I 33.3 ABCfi 

| 42.9 CBS l 

=" 62.4 NBC I 


I 26 


Cost Number 

Cost Number 

Cost Number 

Cost Number 

Hour drama 
$49,186 7 

Half-hour drama 
$36,000 11 

Situation comedy 
$37,877 18 

Hour music-variety 
$103,725 7 

Half-hour music-var. 
$45,350 10 

Half-hour adventure 
$28,670 10 

$29,250 11 

Half-hour western 
$35,416 12 



e shows. 


Sponsored Nighttime Network Programs 6-11 p.m. 


iturea al Scotl Wand: 
iturea of McGraw: 

•Steve Allen Show: V-L 

Eve Arden: Sc-F 

Bachelor Father: Sc-F 
Jack Benny: C-F 
Polly Bergen: Mn V-L 
*Big Record: Mu-L 

Bold Journey: A-F 
Pat Boone: V-L 
Jim Bowie: W-F 
Broken Arrow: W-F 
Burns & Allen : Sc-F 
Caesai Invites You: CV-L 
The Californians: W-F 
Cavalcade of Sports: Sp-L 
Cheyenne: W-F 
Circus Boy: A-F 

•Rosemary Clooney: V-L 
Climax: Dr-L 
Club Oasis: V-L 
Colt .45: W-F 
•Perry Como: V-L 

I onntrj Music Jubilee; Mu-L 
Court of Last Resort: Dr-F 
Bob Cummings Show: Sc-F 
John Daly News: N-L&F 
Date With the Angels: Sc-F 
December Bride: Sc-F 
Destiny: Dr-F 
Richard Diamond: \-l 
Dick And The Duchess: Sc-F 
Disneyland: M-F 

Dragnet: My-F 
Wyatt Earp: W-F 










Alcoa, FSR; alt Coodyear, Y&R 

S. C. Johnson. Needham, Louis & 
Brorby: U. S. Time, Peck; Crey- 

Lever, |WT. alt Shulton, Wesley 
Armstrong Cork, BBDO 

Amer Tobacco, BBDO 

Ralston Purina, CBB 
Chevrolet, Campbell-Ewald 
Amer Chicle, DFS 

Miles, Wade; Ralston Purina, Cardner 
Carnation, EW.R&R; Cen Mills, BBDO 

B & M 

Singer Sewing, Y&R; Lipton, Y&R 

Gillette, Maxon 

Cen Elect, Y&R, BBDO & Crey 

Mars. Knox Reeves; alt Kellogg, Bur- 
Lever Bros, JWT 
Chrysler, Mc-E 
L&M, Mc-E 
Campbell, BBDO; Mennen, Mc-E 

Kimberly-Clark, FCB; Noxzema, SS 
C&B; RCA & Whirlpool, K&E; Sun- 
beam. Perrin-Paus: Amer Dairy. 
Campbell-Mithun; Knomark, Mogul 

Bristol-Myers, Y&R; 2 days open 
Plymouth, Crant IL 1 29) 
Cen Foods, B&B 
Cen Foods, B&B; Ford, |WT 


1 3 S 

Mogen David, Weiss; H. Curtis, 

Derby, Mc-E; Cen Mills, Tatha 
Laird: DFS; Cen Foods, Y&R; Ri 
nolds Metals, Buchanan: Frank 

L&M, DFS; Ccneral Foods, B&B 

Cen Mills, DFS; P&C, Compton 


Doug Edwards News: N-L&F 

End of The Rainbow: D-L 
Father Knows Best: Sc-F 
•Eddie Fisher: V-L 

Tennessee Ernie Ford Show : 

G.E. Theatre: Dr-F 
•George Gobel: V-L 

Godfrey's Scouts: V-L 

Gunsmoke: W-F 

Have Gun, Will Travel: W-F 

Hitchcock Presents: My-F j 

Robin Hood: A-F 

I Love Lucy: Sc-F 

I've Got a Secret: Q-L 

•Kraft Tv Theatre: Dr-L 

Lassie: A-F 

Leave It To Beaver: Sc-F 

•Life of Riley: Sc-F 

Line-up: My-F 

Love That Jill: Sc-F 

M Squad: My-F 

Gisele MacKenzie: V-L 
Perry Mason: My-F 

Maverick: W-F 

Millionaire: Dr-F 

Mr. Adams & Eve: Sc-F 

Patrice Munsel: MuV-L 

Name that Tune: Q-L 

Navy Log: Dr-F 

Original Amateur Hour: V-L 

People Are Funny: M-F 

People's Choice: Sc-F 

Person To Person: I-L 

Playhouse 90: Dr-L&F 

•Price Is Right: Q-L 
The Real McCoys: Sc-F 
Restless Gun: W-F 
Rin Tin Tin: A-F 
Sally: Sc-F 
Srhlitz Playhouse: Dr-F 



(alt wks) 


d/ 2 hr.) 
C/ 2 hr.) 



Whitehall, Bates; Brown & Wr 
Bates; American Can, Compto 
Pharmaceuticals. Parkson (1 11 
Scott Paper, |WT; Lever Bros, j 
L&M, Mc-E 

Cen Elect, BBDO 
RCA & Whirlpool, K&E 

Lipton, Y&R; Toni, North 

L&M, DFS; Sperry Rand (1 wk i 

Whitehall, Bates; alt Lever, JwT 
Bristol-Myers, Y&R 

nson & lohnson, Y&R: Wile 

R. J. Reynolds, Esty 

Kraft, JWT 

Campbell Soup, BBDO 

Remington Rand, Compton 

Lever Bros, BBDO; alt wk open 

P&C, Y&R; Brown & Williams 

Max Factor, Anderson-McConncI 

20 S) 
Amer Tobacco, SSC&B, alt H. 6 

Eversharp, B&B; alt Scott, JWT 

1 Libh 
srol Si 
Kaiser Companies, Y&R 

Colgate, Bates 

R. J. Reynolds, Esty 

Buick, Kudner; Frigidaire, Kudnc 

Kellogg, Burnett; Whitehall, Bat 

U. S. Rubber; F. D. Rcchards 

H. Bishop, Spector 

R. J. Reynolds, Esty; Toni, Nort 

Borden, Y&R; Amer Home Proi 

FC&B; Allstate, Burnet 
Speidel, K&E; alt RCA, K&E 

Warner-Lambert, SSC&B; alt s 

Chemstrand, DD&B; alt Royal : 

•Color show, (L) Liv 
sustaining, partiripatini 
eosta including talent i 
mission). They do not 

segment. List does not include 
irt. Costs refer to average show 
ross (include 15% agency corn- 
charges. This list covers period 

,Au) Audience Participation, (C) Comedv, (D) Documentary, (Dr) Dram (I 
T -rview, (J) Juvenile. (M) Misc., (Mu) Music, (My) Mystery, (N) Newi 

, (S) Serial, (Sc) Situation Comedy, (Sp) Sports, (V) Variety, (W) W •"> | 

Listing continues on page 41 \ I 

. at home at play 

^•J First "Network Radio" 

was published in November. Reporting total 
attention to radio, a whopping total becoming 
more so! The American Marketing Association 
honored Pulse pioneering which as far back as 
47 correctly measured total "out-of-home" ad- 
ditive to "in-home." Better subscribe for "Net- 
work Radio" now! Published monthly. 

Omnipresent, ubiquitous radio! 

And now Pulse scores another 

important big plus .... 












Beat The Clock Meet The Press 

20th Century 11 Shi r le >: i 7 ;?T le 
Prudential ""^ .. ., . 

No net service 

D Edwards 
Brown & Wmion 

N suT 

D Edwards 

sust aU W Cart«r 

My Friend Flick; 

Sports Focus 

No net service 

Sports Focus 

No net service 


Campbell Soup 

Hans Brinker 

|ohn Daly News 

D Edwards 

Brown & Wmson 

(repeat feed) 

N su" S 

John Daly News 


D Edwards 

(repeat feed) 

( repeat" eed) 



Kaiser Companlei 


Bachelor Father 


jack Benny 

Amer Tobacco 



Robin Hood 

Johnson & Jhsn 

Price Is Right 

Speidel alt 


Name That Tune 

Whitehall alt 

Treasure Hunt 


Ed Sullivan 

alt Kodak 

Steve Allen 
S. C. Johnson 

O.S. Time 

Love That Jill 
Mai Facti > 

11 -II SI 

Burns & Allen 

Carnation alt 
Gen Mills 

Restless Cun 
War. -Lambert 

(altwks 7:30-8:30) 


Phil Silvers 

P&G alt 

R. J. Reynolds 

George Cobel 

(alt uks. 8-9) 
RCA A Whirlpool 




Adventures at 
Scott Island 

Ed Sullivan 

Steve Allen 

Bold Journey 

Talent Scouts 

Upton alt Ton! 

Ball-Arnez Show 


(2/3) (8-9) 

Wells Fargo 

Wyatt Earp 

Gen Mills 
alt P&G 

Eve Arden 

Eddie Fisher 


Sid Caesar Dinah Shore 
Invites You C. E. Theatre Chevy Show 

H.I, -iu Kulmi-lrin Cen Electric (9-10) 
(] 26 B] Chevrolet 



Danny Thomas 
Gen Foods 


Broken Arrow 

alt Mile* 

To Tell The 


of McCraw 


You Asked for It Hitchcock 

Theatre Chevy Show 
Buttei Bristol-Myers I 

Welk Top Tunes 
New Talent 


December Bride 
Gen Foods 

Alcoa -Goodyear 

A Turn of Fate 

Telephone Time 

Red Skelfon 

Pet Milk 
alt S. C. Johnson 

Bob Cummings 

alt Chese-Ponds 

^ A 1 


Scotland Yard 
Brlst i Myers 

Revlon alt 
P. Lorlliard 

Loretta Young 

Welk Top Tunes 

Studio One 
In Hollywood 



Philip Morris 

West Point 


The Californians 

Singer alt 


What's My Line 
ait H Curtis 

No net service 

No net service 

Studio One 


No net service 

No net service 

Dupont Show of 

The Month 

i 21) [S SO li 

No net service 


Index continued... Sponsored Nighttime Network Programs 6-11 p.m. 




*I)inali Shore Chevj Show : 

Phil Silvers Show: Sc-F 


Chevrolet, Camp-Ewald 


P&C, Burnett; R. J. Reynolds, Esty 

Sgt. Preston: A-F 


Quaker Oats, WBT 

Scotland Yard: My-F 


General Foods, Y&R: Bristol-Myers. 

Frank Sinatra: V-F 


Chesterfield, Mc-E 

$64,000 Challenge: Q-L 


P. Lorillard, Y&R; Revlon, BBDO 

$64,000 Question: Q-L 


Revlon, BBDO 

•Red Skelton: CV-L&F 


Pet Milk, Gardner; alt S. C. Johnson, 

Gale Storm Show: Sc-F 


Nestle, B. Houston; Helene Curtis, 
E. H. Weiss 

Studio One In Hollywood: 



Westinghouse, Mc-E 

Sugarfoot: W-F 

< Vi hr.) 

Amer. Chicle. Bates; Luden's. Mathes; 
Colgate-Palmolive, Bates 

Ed Sullivan Show: V-L 


Mercury, K&E; alt Kodak, |WT 

Sunday News Special: NL 


Whitehall, Bates; alt Carter Prod- 
ucts, Bates 

Suspicion: My-L&F 

Ford, JWT; Philip Morri 




Tales of Wells Fargo: W-F 


Amer Tobacco, SSC&B; a 1 

Telephone Time: Dr-F 


Bell, Ayer 

The Thin Man: My-F 


Colgate-Palmolive, Bates 

This Is Your Life: D-L 


P&G, B&B 

Danny Thomas: Sc-F 


Gen Foods, B&B 

•Tic Tac Dough: Q-L 


Warner-Lambert, Lennen G** 

To Tell The Truth: Q-L 


Pharmaceuticals, Parkson 

Tombstone Territory: W-F 


Bristol-Myers, Y&R 

Trackdown: A-F 


Amer Tobacco, BBDO; al ^ 
Mobil Oil, Compton 

Treasure Hunt: Q-L 


Harel Bishop. Spector; <«« 
Product Services 

Truth or Consequences: Q-F 


Sterling Drug, DFS 

20th Century: D-F 


Prudential, Reach McClintor 

Twenty-One: Q-L 


Pharmaceuticals, Parkson 

U.S. Steel Hour: Dr-L 


U.S. Steel. BBDO 

Voice of Firestone: Mu-L 


Firestone, Sweeney & (ames 

Wagon Train: W-F 

Vi hr. 

Drackett, Y&R; lewis-How M 
Edsel. FC&B 

Mike Wallace: I-L 


Philip Morris, Ayer 


18 JAN. - 14 FEB. 










D Edwards 

Brown & Wmson 



D Edwards 





Sports Focus 

No net service 

Sports Focus 

No net service 

D Edwards 
Brown & Wmson 

(repeat feed) 

N «u" S 

John Daly News 

D Edwards 


N su" S 

John Daly News 



Wagon Train 

Circus Boy 

Mars alt 

Sgt. Preston 

Tic Tac Dough 

RCA alt 

Rin Tin Tin 


Leave It To 


Truth Or 



Keep It In 
The Family 

Dick Clark 

sust (2/1 S) 

Perry Mason 


alt Bristol-Myers 

People An 

Ton! alt 
R. J. Reynolds 






AC Spark. 7-Up 

Richard Diamond 
Private Detective 

(1/3 S) 

You Bet Your 


Jim Bowie 

Amer Chicle 


Amer Tobac 

Court Of Last 


Country Music 

Perry Mason ' Perry Como 

Purex (8 " 9) 
alt sust Klmberley-Clark, 
RCA & Whirlpool 

Father Knows 

Scott Paper alt 

The Real McCoys 





(3 out of 4 wks) 

L&M alt 

Colt .45 
Campbell Soup 
alt Mennen 

Zane Crey 

Life of Riley 

Lever alt sust 

Country Music 

Dick And The 

Mogen David alt 
H. Curtis 


Amer Dairy 


Kraft Theatre 
Kraft (»-lu) 

Pat Boone 

Shower Of Stars 

(1 out of 4 wks) 

People's Choice 

Amer Home Prod 

Frank Sinatra 


At. Adams & Eve 

R. J. Reynolds 

M Squad 

Lawrence Welk 

_ , ,. Polly Bergen 
Gale Storm Ma j Factor 
Nestle alt 3lt 
Helena Curtis c|ub 0asis 

- idi 

The Unchained 

(2/12) (9-10) 


Playhouse 90 

Amer Gas 


Bristol Myers 

The Ford Show 


Patrice Munsel 
Buick alt 

Schlitz Plyhse 


The Thin Man 

Lawrence Welk 

Have Gun, Will Cisele MacKenzit 
Travel )•>,., .i,a,p ,u s,,,i 
Whitehall Dean Martin 
alt Lever .„«*„,, 

e Hr 



This Is 

Your Life 


Navy Log 
U. S. Rubber 

Playhouse 90 
Philip Morris 

Bristol Myers 

Rosemary Clooney 
The Lux Show 


Walter Winchell 

The Lineup 

P&G alt 

Brown & Wmson 

Cavalcade of 

Mike Wallace 
Philip Morris 

L&M alt 

End of the 



(1/11 S) 


No net service 

Playhouse 90 


)ane Wyman 
H. Bishop 
alt Quaker 


erson To Person 
Amer (Ml 
& Hamm 
alt Time 

No net service 

Your Hit Parade 
alt Tonl 

NBC Sports Spot 

sust (1/10 S) 





and S| 




Mennen, Mc-E; Miles, Wade 
Dodge, Grant 

5-esday Fights: Sp-L 




vnce Welk: Mu-L 

L. Ball-D. Amez Show : CV-F 


Ford, JWT— 2 3 

| Top Tunes: V-L 

e Point: A-F 



Dodge & Plymouth, Crant 
Bristol-Myers, Y&R 

Conquest: D-F 
* Dupont Show of the 
Month: Dr-L 


Monsanto. NL&B— 1/19 
Dupont, BBDO— 1 21 

his My Line: QL 
' White: CV-L 
ar Winchell File: Dr-F 
n Wyman: Dr-F 


Helene Curtis, Ludgin; Florida Citrus, 
Benton & Bowles 

Plymouth, Crant (2 5 SI 

Revion, BBDO 

* Hallmark Hall of 

Fame: Dr-L 
"High Adventure with 

Lowell Thomas: Dr-F 



Hallmark, FC&B— 2 9 

General Motors, Camp-Ewald— 1 22 


H. Bishop, Spector; Quaker Oats, 

Skippy Peanut Butter, CBB 

*Dean Martin Show: V-L 


Liggett & Myers, Mc-E— 2 1 

'UkedFor It: M-F 


Omnibus: M-L 


Union Carbide, Mathes; Aluminum 
Ltd., JWT— 1 26, 2 9 

^et Your Life: Q-L 


DeSoto, BBDO; Toni, North 

* Shower of Stars: CV-L 


Chrysler, Mc-E— 1 23 

I a Young: Dr-F 
'■r Hit Parade: Mu-L 
• Grey Theatre: W-F 


P&C, B&B 

Amer Tobacco, BBDO; alt Toni, North 

Gen Foods, B&B; Ford, JWT 

* Shirley Temple's Storybook 

♦The Unchained Goddess: 


J. H. Breck, Ayer; National Dairy. 

Ayer; Hill Bros. Coffee. Ayer — 

2 2 
Amer. Tel. & Tel., C&W— 2 12 

r: A-F 


AC Spark Plug, Brother; 7-Up, JWT 

Wide, Wide World: M-L 


Gen. Motors, McM, J&A— 1 19, 


C O M P A I 







Lamp Unto My 

Carry Moore 

Arlene Francis 

Carry Moore 
Gerber alt 

Florida Cltrut 
alt Vlck Chem 

Arlene Francis 



Look Up & Live 

Arthur Godfrey 
Stand Brandt 

Treasure Hunt 
all Mentho 

Arthur Godfrey 

Peter Paul 
alt sust 

Treasure Hunt 

Brillo alt 

UN In Action 


Price Is Right 

Lever Bros 

all Ches-Pnds 


alt Mentho 

alt Peter Paul 

Price Is Right 


■It Sterling 


Camera Three 


(1/6 S) 

Truth or 

Sterling alt Lever 


(1/7 S) 

Truth or Cons. 

Let's Take Trip 


Tic Tac Dough 

P&G alt 
Church & Dwlght 
Tonl alt P&G 

Hotel Cosmo. 

Tic Tac Dough 

Stand Brandt 


Love of Life 

Amer Home Prod 

Amer Home Prod 
alt P&G 


Wild Bill Hickok 

Search for 



It Could Be You 

Menthol alt 

Ches-Pnds alt P&G 

Search for 



t Could Be You 

alt P&G 


Guiding Light 

Cuiding Light 

Watch Mr. 

No net service 


No net service 


News (1:25-1:30) 


(1:25-1:30) tust 

Frontiers of 

As the World 

Howard Miller 

As the World 

Fan Camp (1/28S) 


No net service 

Beat The Clock 


Howard Miller 

Beat The Clock 
Nestle alt sust 

Howard Miller 


Art Linkletter 
Stand Brandt 
Campbell Soup 

Kitty Foyle 

Art Linkletter 
alt Tonl 

Kitty Foyle 

alt sust 


Johns Hopkins 
File 7 

Youth Wants 

partic & co-op 

Big Payoff 



Big Payoff 



Dean Pike 

The Last Word 

Look Here 

Do You Trust 
Your Wife? 

Verdict Is Yours 


Do You Trust 
Your Wife? 

Verdict Is Yours 

Tan Camp (1/28S) 

alt Tonl 



Bowling Stars 
Am Machine & 


Wide Wide 


(4-5:30. alt wk«) 

Gen Motort 


Brighter Day 

Queen for a Day 

Chese-Ponds alt 

Tonl alt 


Brighter Day 

Queen for a Day 
Stand Brandt 

Secret Storm 
Amer Home Prod 

Secret Storm 

Paul Winchell 

Hart/. Mtn 

World News 


(4-5:30. alt wks) 
rnlcm Carbide 
Aluminum Ltd. 


Edge of Night 



Edge of Night 

Florida Citrus 

Vlck Chemical 


Modern Romances 

Modern Romance: 
Sterling Drug 

Texas Rangers 

Seven Lively Arts 

Wide Wide 


Sweets Co. 

Comedy Time 

P&G alt 

Sir Lancelot 


alt Wander Co. 

Comedy Time 

P&G alt sust 


Lone Ranger 

Oen Mills 


M. Saber 
Of London 

Mickey Mouse 
V4 co-op 
Am Par 

Mickey Mouse 

Mars alt Armour 

NOTE: L preceding 

S following date n 


The network schedule on this and preceding pages i I!!. I'M 
includes regularly scheduled programing 18 January to 
1 I February, inclusive (with possible exception of change! 
made by the networks after presstime). Irregularly sched- 
uled programs to appear during this period are listed 
as well, with air dates. The only regularly scheduled pro- 
grams not listed are: Tonight, NBC, 11:15 p.m.-l:00 










- 14 












Arlene Francis 

Carry Moore 
Nestle alt 

Nestle alt 

Arlene Francis 

Carry Moore 
Sunshine Bisc 

Gerber alt 

Arlene Francis 

Capt Kangaroo 

Luden (9:45-10) 


Howdy Doody 



Treasure Hunt 

Corn Prod. 

Arthur Codfrey 

Treasure Hunt 

Gen. Mills 

Treasure Hunt 

Corn Prod alt 

Mighty Mouse 

Ruff & Reddy 1 



Price Is Right 
Lever alt 


Gen Foods 
Gen Foods 

Price Is Right 
Alberto Culver 
alt Lever Bros 

alt Miles 

Sun Bisc alt 
Florida Citrus 

Gen Mills 
alt Vick Chem 

Price Is Right 

.ever alt Cum I'm,! 

Susan's Show 

Gen Foodi 
alt Borden 

Truth or 

sust alt 1. & Finli 


Truth or Cons. 

Alberto Culver 
alt Miles 


(1/10 S) 

Truth or 

alt sust 
Lever alt sust 


Andy's Cang 

Minn. Mining 


no. Tic Tac Dough 


Tic Tac Dough 


sust alt Swift 

Tic Tac Dough 
alt SOS 

Jimmy Dean 


True Story 




Love of Life 

alt P&G 

Love of Life 
Amer Home Prod 

Sterling Drug ;||J 



It Could Be You 
Gen Foods 
alt Armour 

Search for 



It Could Be You 

Alberto Culver 

alt Miles 

P&G alt 

Brown & Wmson 

Search for 



It Could Be You 
Am Home alt 


alt Corn Prod 

Concert From 
Carnegie Hall 

(1/18, 2/1) (12-1) 

Detective Diary 

Sterling Drug \\ 


ght Lelin & Fink 

Cuiding Light 

Cuiding Light 



No net service 


No net service 


Lone Ranger 
Gen Mills 

alt Nestle 

No net service 1 h 

(1:25-1:30) sust 

(1:25-1:30) sust) 

Howard Miller 

As the World 

Howard Miller 

As the World 

Howard Miller 

No net service 

No net service | 




Howard Miller 

Beat The Clock 

Nestle alt 


Johnson & Johnson 

alt Purex 

Howard Miller 

Beat The Clock 
G. Mills alt Gerber 

alt Vick 

Howard Miller 

No net service 

No net service 1 


Kitty Foyle 

Art Linkletter 

Kitty Foyle 

Art Linkletter 

Swift alt 

Kitty Foyle 

No net service 




panic & co-op 

Big Payoff 




partic & co-op 

Big Payoff 


No net service 




Do You Trust 
Your Wife? 

Verdict Is Yours 


Do You Trust 
Your Wife? 

Verdict Is Yours 

Gen Mills 


No net service 






Queen for a Day 

Slender alt 

Peter Paul 

Brighter Day 

Brn. & Wmson alt 

Minn. Mining 

Miles alt 

Al Culver 

Gen. Mills alt 
Lever Bros. 

Brighter Day 

Queen for a Day 

SOS alt 


Amer Home Prod 

alt sust 

All-Star Coif 


Nat'l Hockey 

NCAA Football D 

Pni I alt Corn Prod 

Secret Storm 

Secret Storm 
Amer Home PTod 

(var. times) ,] 




Edge of Night 



Edge of Night 


Miller Brewing 

(See above) 

NCAA Football H 

Iris. -Myers. Llbby- 

Modern Romance 
Sterling Drug 

Modern Romance 

Florida Citrus 


Tick Chem 

Modern Romance: 

Sterling Drug alt 

Corn Prod 

Owens-Ford, Sun- 
beam, Zenith. | 
R. J. Reynolds H 

Comedy Time 

sust alt P&G 


alt P&G 




Comedy Time 

Miles alt 

The Buccaneers 

Sweets Co. 

Comedy Time 
sust alt 

Gen Foods alt 

(See above) 

NCAA Football 
Regional games ■ 
Sunbeam. Philip 1 
Morris, AMF B 

Mickey Mouse 

Bris-Myers, Pills 

Mickey Mouse 

Gen Mills 
alt sust 

(See above) 

Football .lit 

(15 min. pgm. — U ;| 
follows Football) HI 

a.m., Monday-Friday, participating sponsorship; Sunday 
News Special, CBS, Sunday, 11-11:15 p.m. (Carter and 
Whitehall); Today, NBC, 7:00-9:00 a.m., Monday- 
Friday, participating; The Jimmy Dean Show, CBS, 7:00- 
7:45 a.m., Monday-Friday, participating; Captain Kanga- 
roo, CBS, 8:00-8:45 a.m., Monday -Friday, 9:30-10:00 a.m., 
Saturday, participating; News, CBS, 7:45-8:00 a.m. and 

8:45-9:00 a.m., Monday-Friday. 

All times are Eastern Standard. Participating sponsors 
are not listed because in many cases they fluctuate. 

Sponsors, co-sponsors and alternate-week sponsors are 
shown along with names of programs. Alphabetical index 
of nighttime programs, together with show costs, sponsors 
and agencies starts on page 46. 


Top 10 shows in 10 or more markets 
Period 6-13 November 1957 






3-STATION 1*4 

lank Put* 

NY. L.A. 

S. Fran. 

Boston Chicago Detroit 

Milw. Mnplt. 

Phi la. Tacoma 


Atlant u 

1 1 

Highway Patrol (M) 


14.2 10.2 


21.0 9.9 28.5 

«h7. iv wcn-u wjbk-tv 

■ .in - iHipm 10:.')0pm 

13.7 14.9 

22.5 29.5 

: 90pm ; in 


28.2 23. J 

2 5 

State Trooper (A) 





25.7 17.5 8.9 

n 7:00pm 

20.0 21.2 

0:30pm 9:30pm 


7 :00pm 



3 7 

Whirlybirds (A) 


3.9 9.2 

7 ::i0pm 7 :30pm 


8:1 mi 

30.0 10.2 15.2 

7-iiopm :i ii n f. :30pm 


14.9 23.0 

7 :00pm 7 :00pm 





4 7 

Death Valley Days (W) 


10.4 11.4 

28.7 11.5 18.2 

10:.3n]im 10:00pm 7:ll0p,n 



13.2 20.3 

7:00pm 9:00pm 



5 2 

Silent Service (A) 


11.7 7.4 


22.8 23.5 14.9 

: in '' 30pm 7:00|im 

14.5 9.4 

9:30pm 9 30pm 

12.2 25.6 

wfil-tv king-tv 
6:30pm 7:30pm 



6 30pm 

6 3 

Sheriff of Cochise (W) 


7.3 13.5 


22.9 14.5 



13.9 24.7 

7 :00pm 7 :00pm 

16.0 15. M 

wsb-tv wbal- 


7 10 

Honeymooners (C) 


15.9 14.2 

7:U0pm 7:00pm 



29.5 14.5 25.9 

I '■> 30pm 10 30pm 



19.2 21.9 

7:00pm 6:00pm 



18.0 12. 

' 00] 

8 4 

Men of Annapolis (A) 


5.7 9.9 


19.9 17.9 18.9 

6 9:30pm 7:00pm 

11.2 10.5 

9 00pm i" : m 




20.2 27.| IS 

T.iiii, .„ in :i 


Harbor Command (A) 


6.6 9.2 

10 :30pm 7:00pm 


22.2 7.9 19.5 

7:00pm s :00pm 10:30pm 

18.7 11.5 

9 :30pm 9 :30pm 






Annie Oakley (W) 


6.3 4.5 

6 :30pm 6 :00pm 



24.4 10.5 19.2 

17.2 20.7 

14.5 22.7 


7:01 i 

9.5 14. 

wlw-a «hil 
6:00pm ",: 

tank Past* 

Top 10 shows in 4 to 9 markets 

1 1 

Esso Colden Playhouse (D) 







Decoy (M) 



5.9 14.3 

7:00pm 9:30pm 



3 2 

Crusader (A) 


13.5 10.2 

13.2 10.7 

10:00pm 10:30pm 

4 I 

Famous Playhouse (D) 






5 3 

Badge 714 (M) 


3.2 9.9 







5 6 

Cisco Kid (W) 




10.0 11 1 

waga-h wbal- > ' 
5 30pm 7 DO] 


Ramar of the Jungle (A) 


17.7 12.5 

6:00pm 3:00pm 



n :00pm 


Little Rascals (C) 


3.9 8.6 






Looney Tunes (C) 


9.7 10.0 







Tracer (Doc) 


1.3 1.7 

8:3 a I pm 



'Mu i musical; IS) iport: (8F> i 

: (C) come<ly; (Di 

e market!. The a 

month to another li 

vimliiatcii shows. This should b 

s chart. 'Refers to last month's chart. If b 

when analyzing rating 









. Calumbus St. L. 



New Or. 


9 23.5 23.4 








9 12.9 24.9 





,;. »*£ £&£ 


7,.n P ,„ 

10 30pm 

17.2 23.5 





7 :30pm 

2 25.9 28.5 





„ m5£ imZ 




4 18.9 18.5 





tm r*£ fo-Sopn, 





9 13.2 





li :30pm 


9 22.5 10.2 



2 7:nn„„, 9:30pm 



5 17.2 19.9 




1 'Mi; ] nm 


10 :30pm 








7 :00pm 

2 17.5 19.9 





m «X"m sTopm 











9 :30pm 




in mi,, m 










5 30pm 



















Ml In other than top 10. Classification as to number of si 
I r iH.'i.T 1 ' * >u,se determines number by measuring whlcl 
tself «oay be outside metropolitan area of 



■H^Or' A x 



^ _/tm 





r - 



The people in the multi-billion dollar North Florida - South Georgia 
market demand Jack Paar for their course of entertainment . . . he's 
straight down the sales fairway with Tonight! 

§ "faxie" suggests you gne Ralph Nimmons AFFILIATION 


Channel 12 

cksonville, Florida 


Take off that gray 

You c 

n /ook like Madis< 

Avenue anymore. Why, every other 
buyer in the business is snapping 
up this Cascade buy. Where ya been, 
Smidley? This Cascade is tremendous. 
An exclusive billion-dollar television 
market— the biggest single buy in 
the West and getting bigger every day. 
tet's get a bundle on it, Smid, 
or you've had it. 





What do you think of the charges 

that tv is becoming boring "Jf 

Harold E. Fellows, chairman of the 

board, \ IB, Washington, I). C. 
The first question to consider in evalu- 
ating these charges that television has 
become boring is. I believe, just who 
is being bored? We all recall that last 
summer, before a single one of the new 
programs went on the air. segments of 

the entertainment trade press flat!) an- 
nounced that the forthcoming season 
was "a dud." The) were certain that 
the) would be bored, if \<>u please, b) 
programs whose first rehearsals were 
-till week- avvav . 

The viewing public, on the other 
hand, preferred to make its judgments 
after the fact. What has that judgmenl 
been? All available measurements that 
I have seen indicate that this has been 
the most successful season in television 
histor) in terms of audience accept- 
ance. Furthermore, the growth in the 
amount of time Americans spend view- 
ing television has increased as the sea- 
son went on. 

In view of this evidence, there is no 
doubt in mv mind how broadcasters 
must resolve an) doubt raised b) the 
charges "I growing boredom. The 
broadcaster's hist responsibility is to 
the public ami all objective indication- 
are that he is fulfilling that responsi- 
hilit\ well. There is considerable 
irony, it seem- to me. in the fact that 
in many cases the kind- of programs 
linequlvocall) condemned in advance 
b) some critics have been the season's 
hit- a- far a- the public i- concerned. 

I certainl) do not challenge the good 

faith of the great majority of our crit- 
ics. We welcome the constructive ad- 

\ ice and positive contributions they 
can make to this great medium. I do 
suspect, though, that last summer's 
prognostications of a "dud" season 
conditioned some critics in the manner 
of Chicken Little's dire predictions. 
No amount of evidence to the contrar) 
is going to convince these few that the 
sk\ is not falling. 

While I believe that broadcasters 
have every right to he proud of public 
acceptance of current television pro- 
graming, I am equall) certain that this 
industry will not be complacent about 
its future. Both at the national and 
local levels, broadcasters are placing 
more emphasis on creative planning 
for future programs. This wise invest- 
ment will provide invaluable "lead 
time" and insure that television pro- 
graming, vital and dynamic todav. will 
continue to he so tomorrow. 

Peter Cash, president. TvB, New York 
I have been asked to comment on "the 
boredom factor of television" state- 
ment which has. although taken out of 
context, come into focus in print and 
discussion. Thev talk about it as if 

someone had been measuring it on 
-dine objective basis. 

Frankly, I would dismiss this unsub- 
stantiated diatribe except for the fact 
that it has commanded attention in 
published space and could get serious 
attention from ke) people in advertis- 

Because such ambiguous statements 
as this are obviousl) refutable 1 am 
not going to take the time to answer 
point 1)\ point the emotional reactions 

stirred up amongst a few. But, I am 
going to offer a sampling of televi- 
sion's most recent dimensions to dem- 
onstrate how ridiculous they are. 

In the month of October, 1957, for 
example. Melsen data tells us that the 
average U. S. Tv-home spent five hours 
and 27 minutes viewing television each 
day. This measurement of "boredom" 
represents the largest increase in view- 
ing time over the same month of the 
preceding year since February of 1955 
beat out February, 1954. 

What's more this increase in time 
spent resulted from an increase in 
homes viewing for every single hour of 
the broadcast day. 

The report also showed that seven 
out of 10 months in 1957 set new rec- 
ords as all-time highs for time spent 
viewing per day. This, on the surface, 
would tend to indicate that people cer- 
tainly were going out of their way to 
be entertained and learn something on 
television — not to be "bored." 

And they come back in increasing 
numbers. In 1957, through Novem- 
ber, network television's audience 
reached record proportions with audi- 
ence totals in each month of the year 
exceeding last year's comparable 
month. This was true of daytime as 
well as nighttime tv. This is all the 
more substantial when you note that 
the average evening network program 
reached almost a million and a half 
more homes per broadcast in 1957 
than in 1956 and during weekdav day- 
time programs an average of 272.000 
additional homes. 

The proof of the pudding is then, I 
say, in growing audiences and the 
amount of time devoted to television. 
Whatever the levels of television, it 
can be and is constantly being im- 
proved upon to meet the changing 
tastes of the people. That's a pretty 
far cry from talking about boredom. 
Cliches, such as these, only cast sus- 
picion upon all the working informa- 

18 JANUARY 1958 

tion which the entire advertising fra- 
ternity originates and makes available 
for the guidance of advertisers. The 
television industry must continue to do 
a more positive selling job — to get 
across concrete viewing facts at all 

Mark Coodson, Goodson-Todman Pro- 
ductions, New York 
The average man is a bundle of con- 
flicting impulses and instincts. He 
wants security, but he loves to gamble. 
He craves peace, but is titillated by 
danger. He loves his wife, but, oh 
\ou kid. 

Likewise with tv. The viewer is in- 
trigued by the new, fresh, and exciting 

— but held firmly in the grasp of the 
old, the tested, the familiar. 1 believe 
of the two forces — there is more 
strength to the old and familiar. 

In other words, I feel that "bore- 
dom" is a relatively inconsequential 
factor in the shifting of audience af- 

When a new show comes on, a 
viewer may or may not get around to 
giving it a trial tune-in. If it is opposite 
an old favorite, it may take him weeks 
before he even hears about the other 
program. And, if there is only mini- 
mal hubbub about the new show, our 
viewer may never tune it in for so 
much as a tiny taste. 

If he does go for a sample, and finds 
it appealing, he may come back for 
more and, then more again. If this 
process continues, the new show may 

{Please turn to page 82) 

See page 39 this 
issue for agency 
president Jack 
Cunningham's latest 
broadside on tv's 
"boredom factor" 


Put your product in K-NUZ top-rated time 

periods for sure-fire sales at the 


No. 1 Buy in 




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New York • Chicago • Los Angeles • CLARKE BROWN CO. 

San Francisco • Philadelphia • Seattle I Dallas • New Orleans • Atlanta 



National and regional spot buys 
in work now or recently completed 


Channel 7 rolls up its sleeves 
behind solid programming and 
digs in on merchandising and 
product promotion that really 
pays off. Give your marketing 
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Channel 7 solution-enthusiastic 
cooperation from folks who know 
firsthand just what makes this 
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WCKT's plus services deliver a 
promotional punch that gets 
you greater returns per TV 
dollar day after day. 

Try WCKT now and discover why 
Channel 7 makes TV a better 
buy than meets the eye! 





Liggett & Myers Tobacco Co., New York, is planning a top- 
market campaign for its Oasis cigarettes. The schedule kicks-off in 
late January for ahout eight weeks. Minute and 20-second announce- 
ments during early morning and late afternoon are being slotted: 
frequencies vary from market to market. Buyer: John Morena. 
Agencj : McCann-Erickson, Inc., New York. I Agency declined to 
comment. I 

Ceneral Foods Corp., New York, is preparing a campaign for 
Southern markets to promote its Sanka coffee. The short-term 
schedule begins 27 January. The advertiser is placing daytime min- 
utes, 6:00 a.m. to 6:00 p.m.. Monday through Friday. Frequencies 
vary from market to market. Buying is not completed. Buyer: Kay 
Brown. Agency: Young & Rubicam. Inc., New York. (Agency 
declined to comment. I 


Corn Products Refining Co., New York, is lining up major mar- 
kets for its Nu Soft fabric softener. The campaign starts 28 January; 
three flights of three weeks each are being placed, with three weeks 
between each flight. Schedules are made up of daytime and night- 
time minutes, frequencies varying from market to market. Bu\er: 
Jay Schoenfeld. Agency: McCann-Erickson. Inc.. New York. ( Agencv 
declined to comment.) 

Peter Paul, Inc., Naugatuck. Conn., is going into major markets to 
push its Mounds candy. The advertiser hasnt used spot in some 
time, and this campaign is its initial reentry into the medium. The 
schedule starts 19 January in some 60 markets; frequency depends 
upon the market. Buyer: Martin Bruehl. Agency: Dancer-Fitz- 
gerald-Sample. New York. I Agency declined to comment. I 
The Procter & Gamble Co., Cincinnati, is scheduling announce- 
ments in various markets for its Crisco. The campaign starts in late 
January and runs through the contract year. Minutes during both 
daytime and nighttime segments are being used, frequencies varying. 
Buyers: Graham Hay and Bob Hay. Agency: Compton Advertising. 
Inc., New York. I Agency declined to comment.) 
Emerson Drug Co., div. of Warner-Lambert Pharmaceutical Co.. 
is placing announcements in the top markets for its Bromo-Seltzer. 
The campaign starts in late January and extends until the end of the 
year. The advertiser is purchasing nighttime minutes, and frequen- 
cies will vary. Buyer: Jeane Jaffe. Agency: Lennen & Newell. Inc.. 
New York. (Agency declined to comment. I 

J. A. Folger & Co., Kansas City. Mo., is adding a substantial 
number of markets to its present schedule. Starting dates are stag- 
gered through February, and the schedules range from seven to 10 
weeks. 20-second announcements are being used during daytime 
segments; 20-second and I.D.'s are being used during nighttime: 
frequencies: 15-30 per week per market. Buying has just started. 
Buyer: Al Randall. Agency: Cunningham & Walsh, Inc., New York. 
I Agenc\ declined to comment. I 

18 JANUARY 1958 

No self-respecting haruspex can afford to be caught 
divining without a copy of this syllabus of Eastern 
Iowa lightning and firepower. If you're not on our 
mailing list and would like a copy, notify WMT in 
Cedar Rapids or our national representatives, The 
Katz Agency in New York Citv. 

P.S. You don't have to play a mandolir 

18 JANUARY 1958 

. . .in fact 

WSJS television outsells all other stations 

in Piedmont North Carolina and Virginia 



WSJS television 

blankets the biggest, 

richest market in the Southeast 

The Piedmont section of N. C. and Vir- 
ginia offers the advertiser a regional 
market with concentrated population in 
the most industrialized and progressive 
area in the Southeast. 

Our current Market Data Book with 
complete information and cover- 
age maps is available. 

Maximum Power 
316,000 Watts 
Mountain top Tower 
2,000 feet above 
ige terrain 


IS television 


It] JANUAKY 1958 

News and Idea 


The government's anti-trust suit 
charging RCA and NBC with un- 
lawfully conspiring to obtain five 
of the nation's tv stations has been 
dismissed by a federal judge in 

The suit, filed 4 December, 1956, 
came four months after the FCC had 
approved the exchange of stations. The 
Government, informed of the trans- 
action, did not object at the time the 
licenses were issued. 

Chief Judge William H. Kirkpatrick 
in dismissing the case upheld RCA's 
contention that the suit constituted 
double jeopardy. 

Johnson Motors has signed as co- 
sponsor for three Bob Hope hour- 
long specials over NBC-TV this 

The three shows will occur on 6 
February, 2 March and 5 April. 

Johnson, with Timex, was one of 
Hope's original sponsors last fall. 
Plymouth, which picked up the re- 
maining shows after Timex cancelled 
after the first, co-sponsored its last 
Hope show on 17 January. No new co- 
sponsor has yet been signed. 

The American Dairy Association 
and the Chocolate Milk Founda- 
tion are using network tv and spot 
radio to promote a new winter- 
time refreshment — hot chocolate 

The campaign will run this month 
and next. 

Revlon continues to diversify, 
its latest aquisition being Kno- 
mark (Esquire shoe polish.) 

Knomark's ad budget with Emil 
Mogul this year was about $2 million. 

Colgate-Palmolive will extend its 
Thin Man series over NBC-TV for 
26 weeks. 

The contract with MGM-TV calls 
for the production of 13 new programs 
and the use of 13 repeat programs 
during the summer. 


Serta-White Cross mattress com- 
pany of Cambridge Mass. is going 
heavily into air media for its big- 
gest advertising and promotion 
program to-date. 

As a starter, Serta is sponsoring a 
Sunday afternoon feature film program 
over WNAC TV, Boston. In the offing 
is a saturation spot schedlule on New 
England radio stations. 

James M. Delaney, senior partner 
of Delaney & Woods accounting 
firm, has resigned as chairman of 
the board of Curtiss Candy Co. 

Delaney began his 21-month so- 
journ with Curtiss as a consultant. 
The completion of the prime objectives 
of his management program for Cur- 
tiss has permitted his return to full- 
time participation in his own corpora- 

On new assignments: Tom Tausig, 

assistant director of advertising for P. 
Lorillard. The position, a new one, has 
been set up as part of an expanded 
marketing program for Kent, Old Gold 
and Newport cigarettes . . . W. A. 
Jimison, advertising director of the 
Chicago-Central District of the Borden 
Company . . . H. R. Chamberlin, L. 
R. Johnson and R. J. Davis, Jr., 
promoted to full divisional advertising 
managers for the Carnation Company 
. . . Dwight R. Anneaux, general 
manager of the utility division for 
Whirlpool . . . Dean L. Stubblefield, 
advertising manager of SchenLabs 


What 1957 did for Ted Bates: 

Billings for the year rose to over 
$100 million— compared to $75,700,- 
000 in 1956. 

The entire increase came from cli- 
ents with the company at the start of 
the year. No new ones Avere added. 

R/M/C Productions, Inc., tv com- 
mercial production subsidiary for 
Reach, McClinton, has completed 

K T 

the Big 







KSTN LEADS BY 45% ;:;::: 

SELL with Certainty 

K T 

"most-listened-to" station in the Big 
Stockton Market for the past four 

A-BUY in California 


A pictorial review of local 
and national industry events 


Lights! Action! Commer- 
cial! Madame Helena Rubin- 
stein is shown here during the 

\V« York api 

Hitchcock Theater is se- 
lected by Look magazine as the 
year's best half-hour dramatic 
show. Receiving the 1957 tv 
award is Ufred Hitchcock (cen- 
ter). With him are Joe Moran 
(l.)i vice president of Young 
& Rubicam. and Don Frost, 
vice president and advertising 
director for Hitchcock's spon- 
sor, the Bristol-Myers Company 

Man with a mink, Ted Neale, Jr., 

Neale \dv. Woe. Hollywood, receives 
this stole from Felix Vdams (r.), KLAC, 
Los Angeles, operation- vice president for 
his winning answer in a KLAC-sponsored 
agency contest. Watching are two of the 
contest judge- (1, to r. > Ed Cooper, vice 
president-western manager of sponsor 
and Marvin Saltzman, publishej ol 1/ 11 



.p. of Mode 

years of spol advertising over WBNS-TV, 

Columbus. With him are Arnold Routson (1.), 

WBNS-T* accounl executive and Paul Kelly (r.i. 

presidenl of Kelly & Lamb Advertising Agcnc> 

Satellite Cakes are result of baking 
contest held to honor the 3rd anniversary 
of KEPR-TV, Pasco-satellite of KIMA- 
T\ , \ akima-ow ned and operated by the 
Cascade Broadcasting Co. Arguing oxer 
the winners are (1. to r.) Bill Moody, 
program director and Monte Strohl. sta- 
linn manager. KPER. Ed Morrissey, Cas- 
he ba 

18 JANUARY 1958 

5 timebuyers - 5 reasons for 
buying WKY, Oklahoma City! 

Total coverage sold me! 

NCS #2 gives WKY 56 counties 

— 18 more than the 2nd station! 

Coverage area contains 68% 

of Oklahoma's population, 

retail sales! 

Nielsen proves WKY's 
unduplicated weekly coverage 
is greater than the next 
4 stations combined! 

..* Pulse showed me WKY is \ 
clearly dominant morning ... 

noon . . . night! Audience 6 a.m. to ; 
midnight averaged 45% 
greater than 2nd station! 


clinched it for me! Top 
audience, top coverage 
make WKY best buy! 

Reputation means a lot 
to me . . . and WKY has been 
one of America's great pioneer 
stations since 1920! 

"And you'll like the way the Koti people c< 
with accurate, useful information and prime 
abilities when you want them." 

However you buy... it's 


930 kc NBC 

The WKY Television System, Inc. 

18 JANUARY 1958 



m m 




all over the country! NEW 
CHARLIE CHAN improves 
ratings, betters time periods 

In Philadelphia, on YVCAU- 
TV it improved the Friday 
7:00-7:30 time period on its 
very first rating by more 
than 17', to immediately 
become one of the highest- 
rated syndicated pro- 
grams in the market on any 
station, any day, any time, 
with a 41.9' , share of audi- 
ence. (Videodex 11/57). 

Captures the big share of 
audiences in Chicago, Los 
Angeles, Atlanta, Baltimore. 
Columbus, Detroit, New 
Orleans, Pittsburgh, Dallas - 
Ft. Worth and in key market 
after market! 


488 MADISON • N.Y. 22 • PLaza 5-2100 

its third month of operation with 
the shooting of its 35th commer- 

Werner Michel, agency v.p. in 

charge of tv/radio, is president of 
R/M/C Productions and a member of 
the agency's board. 

Tv Guide this week asked Madison 
Avenue media buyers to help it 
celebrate its passing of the 6-mil- 
lion circulation mark by drinking 
a bottle of champagne. 
Tv Guide furnished the toast. 

New England merger: Silton 
Brothers, Callaway Inc. has been 
formed in Bos'.on with the con- 
solidation of Silton Brothers and 
The Callaway Associates. 

Officers of the new company are 
Jason N. Silton, chairman; Myron L. 
Silton, president; Morris Susman. 
treasurer; Ramon H. Silton. executive 
v.p.; Earle W. Hoffman, senior v.p.; 
Norman Collingwood, v.p. of the in- 
dustrial division, and Andre B. Pa- 
quette, v.p., art department. 

In New Orleans, Arthur G. Rad- 
lauer and R. J. Caire have merged 
their separate operations to form 
the Radlauer and Caire Advertis- 
ing Agency. 

Anniversary: The Moss H. Kend- 
rix Organization in Washington 
has observed the tenth year of its 
operation as a p.r. and marketing 
firm serving the Negro market. 

The organization, which functions 
on a national basis, has sixty-odd prod- 
uct associates located in the major 
Negro markets of the country. 

Agency appointments : Wexton 
Advertising, for the Transogram Co., 
manufacturers of toys and games . . . 
Maxwell Associates, Philadelphia, 
for Eastern Specialty Co.. manufactur- 
ers of electric specialties and testing 
devices . . . Miller, Mackay, Hoeck 
& Hartung, Seattle, for Mission 
Macaroni Co.. division of Golden 
(wain . . . Fletcher D. Richards for 
the Prolon Dinnerware Department of 
I'ro-Phy -Lac-Tic Brush Co., Warner- 
Lambert subsidiary . . . O'Neil, Lar- 
son & McMahon, Chicago, for Ever- 
Handy Rosary Co. . . . Joseph Katz, 
Baltimore, for Arthur Murray Dance 
Studios . . . Baldwin, Bowers and 
Stracban, Buffalo, for Dunlop Tire 
& Rubber Corp. 

Dwight Mills, chairman of the execu- 
tive committee of Keny on & Eckhardt, 
retired from the agency on 31 De- 

Promoted to v.p.: Norman Houk 
of Leo Burnett . . . Bernard Kramer 
and Alfred Paul Berger of Emil 
Mogul Co. . . . Stanley D. Canter of 
Ogilvy, Benson & Mather . . . George 
B. Beaumont of Benton & Bowles 
. . . Adrian Price of Wexton Adver- 
tising . . . Albert W. Emerv and 
Walter E. Rahel of Harris D. Mc- 
Kinney, Philadelphia . . . Elmer D. 
Silha, executive v.p. of O'Neil, Larson 
& McMahon, Chicago. 

People going places: Daniel A. 
Packard, v.p. and marketing direc- 
tor of Geyer Advertising, Detroit . . . 
Walter Henry Nelson, director of 
public relations and publicity for 
Reach McClinton . . . Samuel L. Frey. 
v.p. and media director for Ogilvy, 
Benson & Mather . . . Harry Way, 
\.|).. media director and plans board 
member for Erwin Wasey, Ruthrauff & 
Ryan . . . Beverly D. Bianco, radio- 
t\ coordinator and J. Arthur Rath, 
account executive, for Spitz Adver- 
tising, Syracuse, N. Y. . . . Herschel 
Williams, v.p. and director; Eve 
Boyd, secretary of the company; and 
Bill Kerr, executive assistant to the 
president, for Robert C. Durham As- 
sociates, advertising agency manage- 
ment consultant firm . . . Gerard J. 
Guarch, art supervisor for Leo Bur- 
nett . . . Perry E. Pasmezoglu, sen- 
ior account executive for Goodman 
Advertising. L. A. 


TvB's Halsey V. Barrett appeared 
before the National Automobile 
Dealers Association in Miami this 
week. Among the things he told them: 

• TvB has made 51 custom-built tv 
presentations to Detroit and the auto- 
mobile manufacturers in the past year. 

• TvB's effort at the NADA con- 
vention aimed to coordinate use of tv 
by manufacturers with greater use and 
exploitation of the medium by dealers. 

• The personal persuasion of tv is 
the mass selling answer to the mass 
production know-how of Detroit. 

TvB also made presentations during 
the week before various groups of the 
National Retail Dry Goods Associa- 
tion holding their "Retail Week in 

New York." 




gan's lower and upper penin- 
sulas is five miles long, including 
approaches. Its two main towers 
r 552 feet above the water. 

Dreamed of since early pioneer days, believed in by generations of Michigan leaders, 
the Mackinac Straits Bridge is now a majestic reality. 

Another reality is the impressive stature of WWJ-TV in southeastern Michigan. 
Built on a firm foundation of leadership and quality, WWJ -TV towers high in public 
esteem and acceptance. 

Seeing is believing to the great WWJ 
TV audience— a priceless advan- 
tage to every advertiser. 

Representatives Peters, Griffin. Woodward. Inc 


Harold Vbrams, before the Inde- 
pendenl Retailers Syndicate, demon- 
strated li«)\\ to applj a knowledge ol 

print production to the preparation of 
t\ commercials. 

He: ill \dvised members of the 
Associated Merchandising Corporation 
to take 1595 of their media money 
and. as a starter, earmark it for tv, 
and (2) concluded a talk hefore the 
Smaller Stores: "If \ou are not using 
t\ now \ou just aren't reaching all of 
your potential audience." 

Promoted: Warren J. Boorom, for 
two \ears promotion manager for 
RAB, now is director of member 
sen ice. 

His responsibilities: to increase 
R \B services to individual members 
and to expand the national radio sales 
organization's station membership. 


CBS TV Film Sales this week is- 
sued a 1957 year-end report high- 
lighted by these items: 

• Over-all gross sales were up 
.'■!()'(. Foreign sales accounted for 
20' 1 of gross, an increase of 27% 
over '56. 

• Whirlybirds was sold in 157 
markets, with 91' i renewals. 

• The Grey Ghost has rung up sales 
to date in over 100 markets, the com- 
pan\ recouping its production cost in 
the early fall. 

• Another major sell was Mama. 

AAP's decision to shelve 200 of its 
features and package the rest into 
groups of 52 titles reflects some 
interesting trends in the film busi- 

• Increasing selectivity on the part 
of the stations. They want good name 
features and they're willing to pay for 

• A preference for smaller packages 
and shorter contractual periods. 

Opposition to the release to tv of 
post- 194-8 movies is mounting. 

Leaders of the Screen Producers 
Guild, Screen Actors Guild, Screen 
Directors Guild and Screen Writers 
Ouild met this week to close ranks and 
collectivel) attempt to outlav\ the 

months of 1957 more than doubled all 
of 1956's sales in that market. 

In line with the sales increase, Screen 
Gems has added Gottfried Hofer Jr., 
former head of Y&R's Mexican and 
South American plans board, to its 
Latin American sales force. 

CBS TV Film Sales has added five 
new countries to its foreign market, 
bringing the total to 23. 

Newcomers include Bermuda. Fin- 
land. Iran, Peru and Switzerland. 

Fremantle of Canada, NBC TV 
Film's Canadian distributor, also plans 
a major expansion, and as a first step 
has added three new sales executives: 
J. Henri Tremblay, of Montreal: 
George B. Prokos of Toronto; and 
Adair C. Knight, of Winnipeg. 

PEOPLE: Robert A. Schmid, to 

NTA as v. p. for station relations, a 
newly-created post. Schmid was former 
v. p. and director of General Teleradio 
. . . Harry Ackerman has joined 
Screen Gems as production v. p. . . 
Arthur E. Breider, new MGM-TV 
Central Division sales manager . . . 
Frederic L. Gilson, named CBS TV 
Film Sales account executive . . . Ed- 
ward T. Kenner, to Pintoff Produc- 
tions as sales & service v. p. 

TPA has added six new account execu- 
tives: Murray Baker, Joseph Barnett. 
Roland Van Nostrand and George 
Drase, in the Central Division; Oscar 
Lynott, in Mexico City; and Lee Can- 
non, in the station sales division. 


Frank Stanton's talk before the 
opening session of a CBS-TV af- 
filiate meeting in Washington this 
week contained these salient ob- 

• CBS feels that the softness in the 
economy may be felt in tv, but there 
was much reason for an optimistic 
outlook. ("We'll have to work hard," 
Stanton interpolated.) 

• "Deep concern" over CBS-TV's 
future stemmed from threats of pay tv 
and the FCC's network study report, 
which would force restraints in doing 
business with the networks. 

• CBS did more business in 1957 
but made less money, because of the 
increased cost of doing business. 

In the 


foreign markets 
•n Gems reports 


dominant theme of the early 
j was that CBS is entering a pe- 

most intensive inter-network 

competition with these ways to 

bat it: More and more promotion. 

publicity and exploitation. 

Summaries of some of the com- 

Jack Cowden, CBS TV operations 
director for advertising and promo- 
tion: Station owners as well as the 
network cannot count on habitual net- 
work viewing; there is no such thing. 
Each program must stand on its own 
as a separate and distinct challenge. 

Norman Knight, Yankee Network 
president and executive v.p. of WNAC- 
TV Boston: There's not "just a soft- 
ening in the economy. There's an al- 
most complete stoppage of new clients 
entering television." Those who now 
use tv are reevaluating the medium in 
terms of its value in today's softening 
economy. The answer: a hammer- 
and-tongs approach in backing up 
a network's show with merchandis- 
ing, promotion and publicity and 
letting him know about it. 

T. A. Sugg, executive v.p., WKY- 
TV, Oklahoma City: the network can 
bring the affiliates into closer relations 
with it by (1) more closed circuits 
and ( 2 I more frequent visits by CBS- 
TV executives among the affiliates. 
and SPONSOR-SCOPE page 12 for 
more details. I 

Major advertisers signing with 
NBC-TV this week: 

The Nestle Co. and American Home 
Products will sponsor NBC News on 
alternate Thursdays from 6:45 to 
7 p.m. The buys are effective immedi- 
ately and run through 17 April. 

General Foods will sponsor The Ruff 
and Ready Show on alternate Saturday 
mornings for 52 weeks, effective im- 
mediately. Hazel Bishop and Glamor- 
ene have bought into the new nighttime 
version of Treasure Hunt. They will 
sponsor the show on alternate Tuesdays 
from 21 January. 

NBC's year-end report highlights 
a number of gains made by the 
network in 1957. Among them: 

1) A total of 210 advertisers bought 
time on NBC — a record for the indus- 
trv. The resulting billings amounted 
to an all time high for NBC. (No fig- 
ure cited.) 

2) Millions of additional viewers 
flocked to NBC— lured, the web be- 
lieves, by its refurbished programing. 

5 ) Twenty-three new evening shows 
— 5C//Y of the schedule — appeared last 

18 JANUARY 1958 

This recent letter to 
WROC-TV speaks for itself. 

"We'd like to tell you about 
the success we have had on 
WROC-TV with Trudy McNall's 
Home Cooking Program. 
"About a year ago we launched 
NANCE'S mustard supreme, 
a pouring mustard. For several 
months distribution was spotty 
and retail turnover slow. 

here's how to sell in Rochester ! 

"In April we purchased one 
one-minute spot per week on 
Trudy McNall's program, plus 
radio spots on two stations. 
Distribution was immediately 
achieved through all chains, and 
in a matter of weeks the 
previously reluctant independent 
stores came into line. Four weeks 
proved that Trudy McNall was 
the primary factor in our success 
and all other advertising 
was dropped. 

"Our local distributor reports 
increases in sales of nance's 
mustard so far this year at 65 %. 
One local chain has more than 
doubled its business. 
"Our sales prove that this program 
is at least the equivalent in 
impact of shows with ratings 
many times greater. Trudy 
McNall really sells her viewers.*" 



• 27.4% more homes reached 
daily than the other Rochester 
channel (NCS #2) 

• Greatest power 

• Unsurpassed local programming 
and personalities 

• Stable labor market with one 
of the highest per capita incomes 

• Best merchandising, best 
advertising results 

Represented by Peters, Griffin, Woodward, He. 



NBC- ABC-Channel 5 
Rochester, N. Y. 

18 JANUARY 1958 

fall. Nighttime audiences increased bj 

4 1 Daytime audiences increased by 
.'■>()', over last year. Morning ratings 
were practically doubled. 

5) Total sales on NBC Radio went 
up 41 '( — through programing and 
sales improvements. 

1 Shares of audience on radio 
were u|> 379$ from 10 a.m. to noon, 
and 40' < in the 2-3 p.m. period which 
was programed locally last year. 

7 1 152 affiliates are equipped to 
transmit color programing, placing 
color t\ within reach of 96.9' < of all 
t\ homes. 

8 i Magnetic tape recording in color 
and Mack and white will go into opera- 
tion in April of '58. Its use will con- 
tribute to nationwide schedule, regu- 
larit\ and replace kinescope and len- 
ticular film processes. 

NBC TV's Dave Garroway reports 
he's received 200,000 requests for 
the Rockefeller report on national 
seeurity which he offered on To- 

The response, 35 times greater than 
an) other pulled by a single Today 
program, seems to indicate: 1) the 

concern of the public over Russia's 
recent gains; 2) the high viewership 
pulled by morning tv. 

Today bewail its seventh \ear on the 
air 14 January. 

Net radio buys this week: 

• Charles Pfizer for Candettes has 

purchased $300,000 worth of daytime 
participations on CBS. 

• Philco will sponsor Don Mc- 
Neill's Breakfast Club five days a week 
from 9 to 10 a.m. beginning 20 Janu- 

• Niagara Therapy Manufaetur- 
ing Corp. has bought into Mutual's 
late evening program, The Long John 
Show, 11:35 to 12 Mid. begininng 13 

• Hudson Vitainin bought post- 
midnight segments of Mutual's Barry 
Gray Show. It's the first sale for the 
network after midnight. Agency: Pace 

Other net appointments: John 
Fitzgerald, administrator of cost con- 
trol for ABN. He has been director of 
sales service for ABC-TV . . . Ray- 
mond L. Fuld, account executive for 

The Customer is Always Right! 

Whether you're one of the more than 50,000 

radio-electronics engineers who will attend this 

year's convention and show or one of the 800-plus 

exhibitors, you made this what it is today. 

jHtft's big... but just big enough to bring you all 

that's new in radio-electronics 

• research and development! 

MARCH 24-27 


Waldorf-Astoria Hotel 

and The Radio Engineering Show 

Coliseum, New York City 

MBS . . . Selig J. Seligman, elected 
a v. p. of the ABC division of AB-PT. j 
He is general manager of KABC-TV, I 
L. A. 


Contest ideas: 

• WLOF, Orlando, Fla., held a| 
"Free Living Expenses Contest." which 
required listeners to identify, in order, ,J 
the 16 sponsors whose commercials 
were heard following the sound of a 
"panic button." The contest drew 3,000 
letters for each of three weeks. Thel 
prize: $600. 

• WRR, Dallas, in conjunction 
with the State Fair of Texas, promoted 
"Cotton Bowl Carnival Week" with a 
mystery sound contest. Listeners who 
identified the sound (a handkerchief 
rubbed against a gunstock in the shoot- 
ing gallery) dropped their entries in a 
box on the midways. The prize: .$500. 

• Four Good Neighbor Stations 
in New Hampshire are searching for 
"the prettiest girl in school" in a con- 
test suggested by a song of that title. 
All high school girls within listening 
range are eligible, and the winners will 
be chosen on 19 April. 

• WARL, Arlington, Virginia, 
has under way a whisker derby which 
it hopes will raise $500 for the brace 
fund of the children's hospital. Men 
are urged to grow beards in competi- 
tion for the $300 first prize to be 
awarded 6 April, and all listeners are 
asked to make donations to the fund. 

• KSFO, San Franeiseo, asked 
listeners to finish the slogan "Bernie 
is great because . . ." based on a re- 
cording of Bernie Green playing 
"More Than You Can Stand in Hi-Fi." 
The contest, sponsored by San Fran- 
cisco Records, drew 30,000 entries 
from every state and some foreign 
countries. First prize was a $1500 
Ampex home music system. 

Affiliations: WCGC, Charlotte- 
Belmont, N. C, joined ABN on 6 
January . . . WEIR, Weirton, W.Va., 

joined NBC on 1 January . . . KCBC, 
Des Moines, la., affiliated with ABN 
on 5 January . . . WAMV, St. Louis, 

affiliated with ABN on 13 January. 


• WHOP, Hopkinsville, Ky., 

completed 18 years of broadcasting on 
8 January. The station is affiliated 
with CBS. 

• A religious program on 

18 JANUARY 1958 

first in Los Angeles. 


98 11 

Your goods will i 

In Greater Los Angele 

ed-up audit 


) General Ma 

) Nationally by Bl/ 


Indiana's 2nd Largest 
TV Market 

Weekdays at noon 



San Antonio's "money-managers" . . . and 
al a cost on the package plan 
that goes as low as $24.75. Let 
Amos V Andy sell your product . . . 


WDRC. Hartford, observed its 23rd 
anniversary on 5 January. It is the 
"Radio Voice of Religion" heard Sun- 
days at 9:15. 

Citations: WTIC, Hartford, has re- 
ceived the commendation of the U.S. 
Naval Submarine Base at New London 
for promoting a highway safety cam- 
paign at the base . . . WINE, Buffalo, 
for its coverage of news and veterans 
affairs, has received the VFW's Ameri- 
canism and Citizenship Award. 

Station buys: RKO Teleradio as- 
sumed control on 2 January of 
WGMS, Washington, from The 
Good Music Station, Inc. ... Ed 
Weston, former assistant general man- 
ager for WCPO. Cincinnati, has pur- 
chased WZIP, Covington, Kv. 

Faces in new places: Robert E. 
Mitchell, general sales manager for 
WINZ, Miami . . . Mel Corvin, sales 
account executive for KCBS, San 
Francisco . . . William Hansher, spe- 
cial assistant to the president of Radio- 
Cincinnati . . . Thomas D. Tyson, 
manager of press and promotion for 
WAMP and WFMP, Pittsburgh . . . 
Mel S. Burka, general manager of 
WTIP. Charleston, W. Va. . . .John 
H. Pace, general manager for KABC. 
Hollywood and directing manager for 
KGO. San Francisco. Both are ABN 
stations . . . Sandy Jackson, program 
director for KOWH. Omaha ... Lee 
Allan Smith, local sales manager for 
| WKY, Oklahoma City . . . Maury Far- 
rell, director of special sales, special 
events and sports for WBRC, Birming- 


WBCs A. W. Dannenbaum, in his 
year-end report this week, fore- 
casts "an even more promising 
opportunity in 1958" for tv sta- 
tion revenues. 

WBC's tv stations have just com- 
pleted the best year in their history, 
he disclosed, with billings up 6.Z% 
over 1956, the previous high. 

WBC is projecting a 5.9' , increase 
for its stations in L958. 

Programs for teen-age audiences 
are being emphasized these days. 
Among the stations featuring 

• WBAP-TV , Fort Worth. Tex.. 
i> doing a record show (ailed Teen Age 

Downbeat. It features (lancing and 
top tunes picked b\ the teen agers. 
with students from a different school 
appearing each dav. 

• WOOD-TV, Grand Rapids, 
Mich., is programing a weekly rock 
'n roller called Bop Hop. There rae 
interviews, contests, dancing and skits 
by the area's high school students. 

• WLW, Cincinnati's Bob Braun 
is the organizer of a two-hour Sunday 
teen show called Bob Braun' s Band- 
stand. It is attended each week 1>\ 150 
teenagers from Cincinnati high schools. 

WDSM-TV, Duluth, Minn., has 

presented its former tower to the 
Duluth-Superior Educational Corp. to 
help get its educational tv station on 
the air. 

The gift, representing $75,000 of 
equipment, was made as the station's 
contribution to education and scien- 
tific advancement. 

Honored: G. Richard Shafto has 

received a testimonial plaque from the 
directors of The Broadcasting Com- 
pany of the South in recognition of his 
25 years of service as executive v. p. 

Affiliate: KMOT-TV, Minot, N.D., 

on 12 January joined NBC as a pri- 
marj optional interconnected affiliate. 

Going on the air: WLOF-TV, Or- 
lando, Fla., will being operation on 
1 February. The station operates on 
316,000 watts video, and 158,000 
watts audio, with tower 749 feet above 
sea level. It is the area's ABC affiliate. 

New on the job: Richard A. J. 
McKinney, film director for KYW- 
TV, Cleveland. 0. . . . Jane Bresler, 

publicity writer for WTCN AM-TV, 
Minneapolis and St. Paul . . . William 
P. McGowan, to the Charleston news 
staff of WHTN-TV, Huntington. W.Va. 
. . . George McClellan, sales repre- 
sentative for WCAU-TV, Philadelphia 
. . . George E. Moynihan, public 
affairs director for WBZ-TV. Boston. 
He succeeds Chester F. Collier, re- 
cent l\ appointed public affairs director 
for Wcstinghouse . . . Bill Fitzgerald. 
Io the neus staff of NYMTY. Omaha. 
\eb. . . . John N. Bushnell, Jr., 
director of engineering for KVOO AM- 
TY. Tulsa . . . Raymond E. Owen, 
assistant chief engineer for \\ 'INN- 
TV. Columbus, O. . . . Ronald J. Pol- 
lock, research and sales development 
consultant for NNPIY New York. 

18 .JANUARY 1958 

» Average Share of Audience 


» Average Rating 

: ry. m 

> At radio prices! 

It happened in San Francisco . . . December 22, 1957, when nearly one out of each four Bay Area 
homes was tuned to KSFO for the pro-football game between the 49ers and the Detroit Lions! 

It can happen again . . . when KSFO broadcasts the Major League Baseball games played by the 
San Francisco Giants. For proof, check the 1957 Nielsen and Pulse radio ratings of the Mil- 
waukee Braves. You'll find the Braves consistently drew 50 to 80% of the tuned-in audience! 

This tremendous audience can be yours in sports-minded San Francisco — and throughout North- 
ern California*— for the full seven months of the regular and exhibition season. 

Only a one-quarter sponsorship of these exclusive baseball broadcasts remains unsold. Call collect 
or wire KSFO or AM Radio Sales Company in New York, Chicago or Los Angeles, now! 

* The games played by tlie San Francisco Giants will not be broadcast 
by commercial television. KSFO and the other stations of the Golden m.^r ^^± ^^m ^B^. 

West Radio Network have exclusive radio rights to the Giants' games MJF ^C Ea ^^B oam rnAMOir»r»r» 

throughout Northern California. Each sponsorship includes this full |%WI W SAN FRANCISCO 

Northern California coverage. 

SPONSOR • 18 JANUARY 1958 69 


In 3-Station VHF Mar 


Always first 

in the So 



in the n* 

tion in 


of Audience in 


tion VHF mi 

rlcets. That's how 

the August ARB ranks 


TV — 


in progra 



*er and 



n promot 



all. first 




to cover 









TV Spots look better 
produced by 



3825 Bryan • TA 3-8158 • Dalles 


Trendex, beginning 1 February, 
will add five cities to its rating sur- 
veys bringing to 20 the number 
of multi-station markets covered 
by the reports. 

The new cities are Boston, Houston. 
Indianapolis. Omaha-Council Bluffs. 
and St. Louis. 

TvB Mill next show its new pres- 
entation "The Vision of Television 
— 1958" to admen in Milwaukee, 
Minneapolis, Indianapolis, Cin- 
cinnati and St. Louis. 

Previous showings in Chicago, New 
^ (irk and Philadelphia hrought out 
crowds in excess of 3.000. 

ARB"s top ten tv programs for 
1-8 December: 


1. Perry Como I NBC I 

2. Gunsmoke ( CBS I 

3. Lassie I CBS I 

4. Steve Allen (NBC I 

5. Ed Sullhan I CBS ) 

6. Lucille Ball- 

Desi Arnez (CBS) 

7. People Are Funny 

( NBC I 

8. Have Gun Will Travel 

i CHS I 

9. Jack Benny (CBS I 
You Bet Your Life 

( NBC I 









Results of BAR's recent officer 

Robert W. Morris, formerly exec- 
utive v.p.. has been voted in as presi- 
dent. Retiring president Phil Ed- 
wards will serve in the newdy created 
position of publisher and as chairman 
of the executive committee. 

Other officers are David W. Allen, 
cxecuti\e v.p. for production and ad- 
ministrative matters. Albert C. Morey, 
v.p. of BAR's New York office, and 
Alfred K. Edwards, Jr., v.p. for field 

Promoted: Keith Culverhouse, now 

director of sales development for TvB. 


The Bureau of Broadcast Measure- 
ment has announced the dates for 
its 1958 spring survey. 

They will be 17 to 23 March for the 
30 metropolitan and city areas, and 19 
to 22 March for rural areas. 

BBM is strongh urging stations to 

avoid special promotions before and 
during the survey days, believing that 
if inflated figures are arrived at by 
such activity, users might then dis- 
count them to the discredit of both 
stations and BBM. 

First results are now in of a series 
of TV market studies being eon- 
ducted by BBM for the Broadcast 

Advertising Bureau. Here is what they 
show on the market impact of the 
medium in Canada: 

• Three 20-second announcements 
at non-prime viewing hours will reach 
over two-thirds of a market with multi- 
ple impact. The time periods chosen: 
Tuesday 7:30 p.m., Thursday 4:15 
p.m.. and Friday 11:30 p.m. in the 
London, Calgary, Regina and St. 
John's markets. The announcements 
reached 68'y of the homes an average 
of 1.6 times each. 

• A single late evening spot or pro- 
gram participation on a Monday to 
Friday basis will reach 45' '< of all 
homes an average of 2.2 times. This 
study covered the 11:45 p.m. period 
in Saskatoon. London and St. John's, 

The CBC will build a network re- 
lay center at Calgary to improve 
its tv service to the four western 

The center will go into operation 
when the network is hooked up directly 
with the Pacific Coast in Jul}. 1 958, 
although completion of its facilities is 
not anticipated for two years. 

Key to the operation will be the use 
of four magnetic-tape video recorders 
to insure live quality reception at best 
local viewing times. The Calgary center 
will function to delay the transmission 
of programs and thus compensate for 
time zone differences. 

Kudos: CKNW, New Westminster- 
Vancouver has been awarded first 
place in the National Home Week 
Media Awards Contest of the National 
House Builders Association. The sta- 
tion was commended for intensity of 
coverage and enthusiasm in getting 
behind local promotion for National 
Home Week. 

Job appointments: Jack Webster, 

to the news staff of CKNW New West- 
minster- Vancouver . . . Eugene M. 
Kinney, elected v.p. of Zenith Radio 
Corporation of Canada. Ltd., Windsor. 

18 JANUARY 1958 


We're starting the New Year with a special fifth 

our FIFTH YEAR OF TELECASTING .... and with a salute 

to our viewers and advertisers, who have helped immeasurably 


Viewers PREFER our station! The proof lies in the 

November ARB which gives us 7 of the TOP 10 

shows .... 19 of the TOP 25! 

Advertisers PREFER us, because of our PERFORMANCE story. 

Let your Raymer man "set 'em up", while he tells you that 

story he knows it well and likes to tell it! 


shreveport, la. 

Represented by PAUL H. RAYMER CO., INC. 









with good 

popular music 

Rep: Everett-McKmney Inc. 



4S THE BO*" 




Greatly Expanded TV Coverage 
from a New 1000-ft Tower. 



I Continued from page 35 I 

JWT's Ruth Jones. McCann's Tad Kel- 
ly and FC&Bs Art Pardoll. to mention 
a few. 

But this \ear. they'll have to do even 
better if they're to capitalize on 1957 

Some all-media men put radio pres- 
entations today way above pitches 
made by other media in terms of crea- 
tivity of approach, direct presentation 
of information and logic. Views on 
the efficiency of the salesmen them- 
selves are split. 

"They tend to go where they know 
the business is. rather than hustle up 
new agencies and clients," says Comp- 
ton's Bert Mulligan. "You can't blame 
them for that, but if they're to increase 
their volume over last year, they will 
have to create interest in new areas." 

The toughest criticism is that the 
reps are "selling figures and circula- 
tion" these days, rather than program- 
ing. Too many have fallen into the 
rut of underplaying creative program- 
ing. Cost and circulation are easier to 
sell. But it's programing that gives a 
station its character. And if new buy- 
ing patterns are to be stimulated, the 
reps will have to sell programing with 
renewed vigor. 

"Even some network salesmen tend 
to play down the talent content and 
character of individual shows," a well- 
known agency media executive told 
sponsor. "One guy came in to sell me 
on a schedule, told me how great one 
of their new talents is. and when I 
asked him background on the guy, all 
he could say was, 'Well, he did a lot on 
the Coast'." 

Admen more advanced than sell- 
ers? Agencies who buy radio may be 
ahead of sellers in the way they have 
reorganized for the medium's new 

At least two top agencies. Y&R and 
BBDO. have put top-level media execu- 
tives into radio coordinating functions. 
Y&R's Ken Wood and BBDO's Bill 
Hoffmann specialize in network radio, 
keep on top of new developments in 
that medium and help present it to 
other agencymen and to their clients. 

Signs are now strong that other 
agencies may make similar moves. Cli- 
ent interest is making it expedient for 
agencies to give radio more manpower 
and research. 

"We've already seen indications of 

greater network radio activity 1>\ our 
clients this year than last," says 
BBDO's Bill Hoffmann. "Trushay has 
its entire 1958 budget in network ra- 
dio. Its schedule started in mid-Janu- 
ary. GE is starting on Godfrey. Other 
clients on this vear so far include Du 
Pont, U. S. Steel. General Mills. Bris- 
tol Myers. Philco. Penick and Ameri- 
can Institute of Men's and Boys' Wear. 
But right now we're on the verge of 
one of the biggest returns to network 
radio since the advent of tv." 

The forward leap of network radio 
came during the same period when 
spot radio took its big step ahead. 
Since 1957 was not a year of big 
budget increases on the part of the 
majority of air advertisers, it's ap- 
parent some of the radio gains were 
at print media's expense. 

Admen expect to see this trend 
maintain throughout 1958. 

As radio proved its effectiveness 
throughout 1957, client budgets for 
1958 began to include radio right from 
the start. It's no longer the supple- 
mentary or "plug-up troubles" medium 

But despite its newly acquired stat- 
ure in the eyes of advertisers, radio 
money won't come easy. Tv rates are 
as demanding as ever and ad money is 
tighter — so some of the 1958 radio ex- 
penditures must come out of print, 
magazines and newspapers both. It's 
the exception when radio represents an 
extra budget appropriation. Right now 
many annual budgets are in the proc- 
ess of being split for the various 

This means — it's imperative that 
sellers keeps up with the changed radio 
climate — and hard-sell it if radio is to 
keep growing. 

The earliest indications are that both 
air media must sell harder than in 
years past in order to keep expanding. 
Ad money is being spent even more 
cautiously in 1958 than it was last 
season, during the first few months of 
the big business recession. 

Although tv keeps getting admen's 
kudos for its sales effectiveness, its 
high cost might create a pinch unless 
the sellers of tv take action right now. 
In next week's issue, sponsor will re- 
port the views of clients and agency- 
men currently buying both network 
and spot tv and their tips on making 
1958 a bigger year in spite of the 
ad money squeeze that began a few 
months ago. ^ 

18 JANUARY 19.58 

F. R. P. 

F.R.P. is many things . . . F.R.P. is SPORTS . . . 

Play-by-play on every Oriole game . . . the full Colls season . . . thrill- 

packed Saturday afternoons of Navy football. 

The World Series . . . the All-Star game . . . the Sugar and Rose Bowls . . . 

championship boxing every week . . . the running account 

from traekside of horse races from Maryland and around the country. 

The most complete day-by-day coverage of the sports world by WBAL 

Sports Director Joe Croghan . . . interviews with people who are making 

news wherever they are. 

F.R.P. SPORTS tends II BAL i 
South Raul for a Navy-Notre Dam 

dole. Arizona, for Orioles 
> rover the Colts, and to 

F.R.P. is SPORTS— fully covered, fully reported, fully broadcast 







9 N.Y. 

Rated 2-to-1 Favorite 
in all surveys for 7 years 

Representatives: EVERETT-McKINNEY, In 
York, Chicago, Los Angeles, San Francis 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 


18 JANUARY, 1958 

Copyright 1958 


This has been one of those really hectic Washington weeks for the industry. 

Note these developments: 

• Rep. Oren Harris (D., Ark.), chairman of the House Commerce Committee, opened 
hearings on pay-tv with the express intention of blocking the pay-tv trial author- 
ized by the FCC. 

• The Moulder House Commerce subcommittee ran into stormy weather in the 
form of dissension among its members and between itself and the parent house committee. 
But it finally came up with a 27 January starting date for hearings on the manner 
in which regulatory agencies are administrating laws under their jurisdictions. 

• The CBS TV affiliates'' meeting drew massive attention from official Washington 
and newspaper readers in its soundings off against pay-tv and the FCC Network Study Re- 
port. (See SPONSOR-SCOPE, page 12 and NEWS WRAP-UP, page 59.) The course was 
set for the affiliates to offer united testimony on the Barrow report. 

• FCC Chairman Doerfer assured the House Commerce Committee he will not "tolerate" 
any pay-tv operation that would jeopardize free-tv. 

The FCC is giving the networks a breathing spell on the Barrow report, which 
will likely last at least for the rest of this year. Here's the involved story: 

The Commission invited comments by all interested parties at hearings to begin on 
3 March on the controversial report of its Network Study Group. 

The Senate Commerce Committee, the Celler House Judiciary antitrust subcommittee, 
and the House Small Business Committee all had issued reports of one kind or another on 
network practices. 

All were set to prod the FCC on action or lack of action on their own reports as 
well as on the Barrow report. The Commission sent a letter to the Senate Commerce Com- 
mittee saying that the recommendations of its Cox report were quite similar to many Bar- 
row findings, and since the Barrow report was still under study comment on the Cox re- 
port would be premature. 

Since the same sort of reasoning would apply to the other reports, and since the 
start of official proceedings on the Barrow report by the FCC enables the agency to decline 
to comment on a matter under active consideration, it would appear that the' setting of 
Barrow hearings shunts Congress neatly aside for this year, at least. 

The hearings, incidentally, are of a fact-finding nature. If, after they are con- 
cluded, the Commissioners believe some changes should be made in network ground rules, 
they would issue proposed rules, the networks and other interested parties would file 
briefs, and then answering arguments, and finally the Commission would likely call 
other sets of hearings before coming to final decisions. 

House Commerce Committee chairman Harris this week gave the FCC a tem- 
porary reprieve from the Moulder subcommittee's hearings due to start 27 

Subcommittee chairman Moulder has planned to start his inquiry into the ways regu- 
latory agencies administer by poking around the FCC, with emphasis on possible skeletons 
in the FCC closet. 

Harris countered this by: 

1) Keeping the power of subpoenaing agency files away from Moulder and retaining 
that right for himself. 

2) Turning the first phase of the hearings into a general inquiry. 



Last Fall, when Little Rock and Sputnik exploded l^ 
tion into the headlines as America's greatest problem 
NBC Owned Stations were already at work on theiurf 
sive know your schools Project. Planned with i^ 
operation of the "United States Department of lata 
Education and Welfare, this was a community-le 1 !* 
amination of our schools, aimed at alerting listene 1 1„ 
viewers to what is going on inside the American clas; ou 
At the end of the six- week project, the NBC Impact ab 
Service technique had achieved 800 million audient i« 
pressions. It had also achieved these results : 
hartford — WNBC-sponsored Public Service Fti » 
drew 60,000 to education exhibits 


YRK _ wrca, wrca-tv saturation spot announce- 
ompaigns led to enthusiastic public support of All 
Nighborhood Schools 

wgton-wrc, wrc-tv interview-series projected 
idare for Higher Education in the nation's capital 
te year 1970 

<> - WMAQ, wnbq special programs inspired for- 
»rof Community Action Meetings and Discussion 
sin local schools 

xr.LPMA — wrcv, wrcv-tv documentary series 
e of coming need for scientists 
■■» xncisco — knbc on-the-air promotion brought a 
i crease in PTA membership 

los angeles — krca Benefit Telecast raised funds for im- 
portant extra-curricular activities 
buffalo — wbuf promotion boosted parent attendance 
during Open School Week to record-breaking 55,000. 
The techniques used in the know your schools Project 
and the results achieved are now being documented for 
general use. In making them available, the NBC Owned 
Stations welcome broadcasters, educators and all other 
interested individuals and organizations to join them in 
a continuing drive to heighten public awareness of Amer- 
ica's Number One Problem — Education. 


A round-up of trade talks, 
trends and tips for admen 


18 JANUARY, 1958 

Copyright 1958 

Gunsmoke's James Arness should be the best informed tv performer on the 
problems facing the networks in government areas. 

Arness, as guest at the CBS-TV affiliates meeting, sat through Frank Stanton's 
speech on the implications of the anti-network activity and Dick Salant's academic analy- 
sis of the Barrows Network Study report. 

The trade is keeping a sharp eye on the work of Korean Paul Kim, the de- 
signer of the abstract commercial which Union Carbide used on this week's Omnibus 

It feels this youngster might add sparkling dimensions to functional abstract art. 

The 1,000-odd people at McCann-Erickson's New York plant can't help but 
be audio news conscious: They get a 15-minute news program at 4:15 daily over the 
division's closed circuit. 

The broadcast consists of world and New York news plus company items. (There are no 
outside commercials.) 

The lesson is hard and costly, but the sponsors of three wobbly tv shows did the 
buying on the talent agent's say-so. 

A deal practically had been set when the agencies finally got into the picture. 

A young timebuyer's assistant in one of the topline agencies was told this week when 
she asked for a raise: 

"Come now, money isn't everything. Where else could you be exposed to so 
many eligible men?" 

Why rep salesmen find the going so frustrating in one of the major spot agencies: 
Three of the major accounts virtually mastermind their own media buying, 

making it tough for a salesman to track down "the" decision-maker in the agency. 

Despite all precautions, an agency occasionally can't help finding two highly in- 
compatible products back-to-back in a chainbreak. 

As happened this week to Piel's Beer and Bufferin on WNBC TV: 

On the heels of the Piel blurb came that now trademark)' flash of the woman in mi- 
graine agony. 

The old wheeze about familiarity seems to be motivating those who do most of 
the letter-writing to the tv networks. 

A check by sponsor indicates that those who express appreciation are in the minority. 
Most of the mail is about some gripe or another. 

Up to a year or so ago the proportion was just the other way. 










Sign-on to 9:00 AM 
9:00 AM to 12:00 Noon 







Sign-on to Noon 


28. 6* 

3 .1 



Noon to 3:00 PM 
3:00 PM to 6:00 PM 



36. h 




Noon to 6:00 PM 






6:00 PM to 10:00 PM 
10:00 PM to Midnight 









6:00 PM to Midnight 







Sign-on to 6:00 PM 
6:00 PM to 10:00 PM 
10:00 PM to Midnight 









Sign-on to 6:00 PM 
6:00 PM to 10:00 PM 
10:00 PM to Midnight 








6:00 PM to 10:00 PM 
10:00 PM to Midnight 




39. 1 



6:00 PM to Midnight 



1)1. h 








(§IGN-0N TO SIGN-OFF _^*~ 

^^- fa ajl£ hffau 


These shares are based on time periods when the station 
was on the air. The asterisk is used only for stations 
that are on less than the station telecasting the most 
quarter hours during the particular period. 






w p ;;r:; M by : r ;t r t -~ m - ' ™°°*° ™- -■ / — * »— -*, «—*-. ... ... 

WFIL-AM . FM • TV, Philadelphia, Pa. / WNBF-AM . PM . -rw B ■ l 

WFBG-AM.TV a.. .. / B.nghamton, N.Y. / WHGB-AM, Harrisburg, Pa . 

FBG AM TV. A.toona-Johnstown, Pa. / WNHCAM . FM . TV. Hartford-New Haven Conn / WLBR TV l h I 

Trianale «N a fi„„ i <~ . ' WLB "-TV, Lebanon-Lancaster, Pa. 

angle National Sales Office, 485 Lexington Avenue m- n, , 

exmgton Avenue, New York 17, New York 


[Continued from page 38) 

cabs scurrj and ladies yearn foi the 

man who smokes . . . etc." 

"In many instance? we used draw- 
in-- identical to our magazine ads in 
the h commercials; but much of the tv 
artwork had to be specially done for 
us by Francois." says Sanders. 

Some admen have been critical of 
the Dutch Masters' commercials from 
two standpoints: (1) the Francois art 
style, the) say. doesn't reproduce well 
in l\. and (2) pacing is too fast, they 

"We took the calculated risk that 
Francois' soft, smeary style would be 
tough to transmit on tv," says Rollo 
Hunter. FWRR vice president and di- 
rector of tv/radio, who worked with 
the creative staff on the films. 

"However," he continues, "this is 
the sort of thing you never see in tv — 
and remember, this is designed strictly 
for spot use. The unique artwork, 
combined with the semi-animation and 
the fast pacing make our commercials 
stand out in the spot tv climate, where 
they stack 'em three deep sometimes." 

\\ h\ only semi-animation? Hunter 

told sponsor "we're limited as to what 
we can do with Francois' artwork un- 
der our contractural agreement with 
him. We felt, also, that by just mak- 
ing the eyes pop or the waiter's legs 
jump in the 'waiters hop' line, we 
would enhance the Francois style and 
still retain its flavor." 

How does Hunter feel the commer- 
cials have stacked up? "With the 
amount of money we can spend, we've 
got to be darned sure our commercial 
is going to catch your attention; I be- 
lieve our unique approach is getting 
that attention." 

The films, produced by David Piel 
Productions, were made in minute 
lengths, but can be cut for use as 20's 
and I.D.'s. 

In buying time for the commercials, 
Sanders said, "we bought spots be- 
tween 6:00 and 12:00 p.m. daily 
around top-rated shows to reach a vol- 
ume male audience. We also bought 
into a lot of feature film programs, 
good fare for the male audience." 

Tv also gets heavy play from an- 
other brand in the Consolidated Cigar 
Corp.'s setup — El Producto, marketed 
by G. H. P. Cigar Co. This subsidiary 

has alternate-week sponsorship of the 
fight telecasts from New York's famed 
St. Nicholas' Arena. 

El Producto has been in the fight 
picture since December, 1955, over 
the DuMont station in New York City, 
and on some of the stations compris- 
ing the DuMont Sports Network. At 
present, El Producto-sponsored fights 
are carried in New York and Wash- 

Tv results : Admen connected with the 
Dutch Masters campaign on tv are re- 
luctant to credit this advertising with 
any direct sales results as yet, saying, 
in effect "it's too earh/ to tell." Sper- 
zel took sponsor to Jack Mogulescu, 
assistant to the president of the parent 
firm, Consolidated Cigar Corp., who 
echoed the sentiments of many admen 
today in relation to advertising effec- 
tiveness measurement. 

Young, crew-cut and spectacled ex- 
ecutive Mogulescu had this to say: 
"We have no way of knowing exactly 
what results advertising, or any spe- 
cific form of advertising gives us in 
the sales picture." 

"All I can say at this time," he con- 1 

Fbvfr Ut F/ieoito 

The November '57 ARB reports — 
Between 7 a.m. and 12 midnight 
Sunday through Saturday 
KMJ leads with 200 quarter-hour firsts 
while Station A has 134, and 
Station B has 132 




KMJ-TV • FRESNO, CALIFORNIA • Paul H. Raymer, National Representative 

18 JANUARY 1958 

We Really 



Another astonishing McLendon success story! 
Trendex* tells it sensationally — from last 
among eight Shreveport stations in November 
to FIRST in December — a one-month miracle! 
Shreveport's new KEEL has jumped from 4% 
of the Shreveport audience in November to 
32.7% in December . . . next highest station 
18.2%. And these are just metro ratings — they 
tell nothing of the way the huge coverage of 
KEEL has keel-hauled the 69-county area it 
dominates with its 10,000 watts at 710 on the 
dial — 1,420,400 population in its half-millivolt 
area. KEEL (formerly KTBS), 35 years old this 
year, and yet as new as tomorrow! In one month, 
KEEL has 21% more listeners than all Shreve- 
port network stations combined, and 55% more 
listeners than the next highest independent radio 
station. Just ask the General Manager, Richard 
Wilcox, or your nearest John Blair man for the 
full picture on KEEL. 




Represented by John Blair & Company 




No need for telescopic vision 
to see the results you will reap 
from the use of Channel 4 on 
the great Golden Spread. 
More than 100,000 TV sets 
in a vastly healthy and wealthy 

Power: Visual 100 kw 

Aural 50 kw 

Antenna Height 833 feet 
above the ground 




~ ^--^ TEXAS 

CONTACT "**- — ^ 

ANY ^^^^ 

KATZ MAN *^\. 

tinued. '"is that preliminary reports 
from the markets where Dutch Masters 
is using tv seem to show that they are 
doing better sales-wise than most of 
our other cities. Hut. In pothctii all\ 
speaking, investigation in one of our 
t\ cities could reveal the distributor 
had strengthened his sales force, which 
might account for some of the sales 
increase in that city. 

"I see case histories all the time 
where someone says, 'sales rose 300%' 
after this or that medium was used — 
frankly I'm skeptical as to whether all 
the contributing factors have been 

"For instance here's a hypothetical 
case. Sales go up an average of 10% 
in the tv cities as opposed to the non- 
tv cities. Then, investigation of the 
non-tv cities shows that four of them 
dropped considerably, dragging down 
the average of all. Some of the non-tv 
cities could have upped sales 20% but 
drops in others could negate their ef- 
fect in the overall picture. Until we've 
compiled all the facts and looked at 
the picture — then investigated further 
to find out why the picture looks like 
it does, we're reserving opinion on the 
effectiveness of the spot tv campaign," 
the analytical executive stated. 

Radio: "We used radio where we 
couldn't afford tv," Sanders said. The 
catchy tv jingle, composed at EWRR, 
was used in Detroit and Cleveland on 

"In Cleveland we ran about 15 spots 
a week on two stations; in Detroit five 
per week on one station," Sanders 
told sponsor. In Detroit, Dutch Mas- 
ters also sponsored a 15-minute show 
about 4:00 p.m. Saturdays during the 
football season. Titled Big Ten Pa- 
rade, it followed the big ten games. 
A rundown of the preceding game was 
given by the local sportscaster. Spot 
20-seconds also were used in Univer- 
sity of Michigan games broadcast by 
a local station. 

Dutch Masters integration of its en- 
tire advertising program among the 
various media is pointed out by Sand- 
ers. "The jingle tied radio to tv, the 
artwork tied tv to print media, and the 
'good things happen to the man who 
smokes Dutch Masters' theme wrapped 
it all up into a single advertising pack- 
age for top effectiveness," he said. 

What will air media's role be in the 
future? Sanders predicts "some ex- 
panded tv activity this year. We'll 

probably continue with our present 
schedule into February or March, drop 
out for the summer and come back in 
our present markets, plus some new 
ones, in the fall." Radio? "It will 
probably continue as a supplement to 
tv; we feel our campaign i- better 
suited to tv because of its visual ap- 
proach," the EWRR adman said. 

The air activity will continue, as in 
the past, to back up Dutch Masters 
print media investments: $233,305 in 
magazine advertising and $337,182 in 
newspapers during 1956, according to 
PIB and ANPA Bureau of Advertising 
estimates. For the first 10 month of 
1957, magazine ads totaled $241,211, 
PIB estimates. ^ 


(Continued from page 55) 
then become the habitual favorite. Or 
he may jiggle back and forth between 
the old and the new in a kind of schiz- 
oid uncertainty. 

If, however, he isn't overwhelmed by 
the new sensation, he just doesn't 
bother to come back for more. And if 
enough fellow viewers feel as indiffer- 
ently as he — the new show gets clob- 

Certainly this clobbering has not 
come about because of audience "bore- 

As a matter of fact, I am convinced 
that shows that get on and stay on for 
a while show remarkable resistance to 
the boredom factor. Shows become in- 
stitutionalized — part of regular view- 
ing habits, and it takes a real atom 
blast to shake the audience away to 
something new. 

Of couse, there are qualifications. 
If new and imaginative touches are not 
introduced to keep a show vital, it can 
grow brittle and dusty. Then, when 
vigorous competition is brought to j 
bear against it ... it can suddenly 
crumble. But — I repeat — this accounts 
for a minor percentage of every sea- 
son's casualties. 

In most cases, the husky new pro- 
gram, full of high hopes and p.r.'s 
promises, is shoved into the ring 
against the aging opposition, set for a i 
one-punch knockout — only to find af- 
ter the count is in — that wiry old , 
grandpa, tired blood and all, is still in 
there punching, while sonny is out on 
his big budgeted bottom. 

Bored? Nobody even had a chance 
to start yawning. ^ 

18 JANUARY 1958 

-th Carol 



■ ■■ ]iTui. i ;n r i u ■ ■m-rni- ga- 

»vii.'hi.i;bthi:.I hillshoro 





• / ^* > "? LEXINGTON • ASHEBOP 


7- ' \ \ 


* / . ) ™- OT \ 









^?S .— ******** 

North Carolina's INTERURBIA ... the largest metro- 
politan market in the two Carolinas. INTERURBIA plus 
the entire Prosperous Piedmont is yours with WFMY- 
TV . . . where Drug Sales alone exceed $81,712,000. 



Hundreds of extra eyes to be 
exact — the most restless 
retinue of retinas — work for 
you at SPONSOR to help keep 
you the best informed executive 
on broadcasting that you can 
possibly be. 

Experienced eyes that see 
beneath the surface and beyond 
the fact. Eyes that bring you 
not alone news but the most 
comprehensive analysis of this 
news in the entire publication 

That's why you should read 
SPONSOR — at home . . . 
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any time I'm . 


D Bill me 




Tv and radio 

Robert A. Schmid has been named to the 
newly created post of vice president for 
station relations of National Telefilm Asso- 
ciates' film network. Schmid has been a 
vice president and director of General Tele- 
radio, the tv-radio station subsidiary of 
RKO Teleradio. He was also a member 
of the board of directors and vice presi- 
dent of Mutual Broadcasting System prior 
to its sale by RKO. At MBS he served as administrative vice 
president of sales, programs and advertising; vice president in 
charge of station relations; and vice president in charge of adver- 
tising, public relations and research. Ely Landau, NTA board 
chairman, says Schmid joins NTA as a planned expansion move add- 
ing seasoned broadcasting executives to the firm's management team. 

Bob Hanna lias 1 een promoted to the post 
of national sales manager at WPST-TV. 
Miami. He had been retail sales manager 
since the station went on the air in August 
1957. In June 1957, Hanna organized the 
nucleus sales crew of WPST-TV, the newly 
formed Public Service Television, Inc., a 
wholly owned subsidiary of National Air- 
lines, Inc. His background in the industry 

includes association with ABC network in Hollywood. Hanna has 
worked in radio and tv for 14 years as announcer, producer and 
at one time, the talent on his own Miami Star Parade program. In 
1934 he headed the tv and radio department of Bevis Assoc. Adver- 
tising Agency. He returned to the Storer organization and sales in 
1956 with WGBS-TV, Miami. WPST-TV is represented by Petry. 


Frederick C. Neuberth, Jr. has been ap- 
pointed director of radio research, a newly 
created post, for Avery-Knodel. Inc. In an- 
nouncing the establishment of a separate 
radio research department, Lewis H. \\er\. 
president, noted that the move was part of 
the firm's continued expansion in the direc- 
tion of greater service and increased sales 
development afforts on behalf of repre- 
sents! stations. Neuberth has been with Avery-Knodel for 10 years, 
working in radio sales, research and as a staff executive. In his new 
post, he will be responsible for counseling the firm's represented 
stations and sales staff on (1 ) new research needed and (2) on the 
analysis of existing research. Before joining Avery-Knodel. Neuberth 
spent Id wars at T\\ \ headquartered in Washington and New ^ ork. 

18 JANUARY 1958 

U atwM? kfint? m eom/wnji 


TEN'S ON TOP — Right! On top of 1, 329, OOO people, 
representing 407,700 families and 357,555 TV homes* 

TEN'S ON TOP — Right! On top of more than 3Vt million 

tourists ivho visit South Florida and Miami every year. 

So ivhen you show it on WPST-TV you show it to the World! 

*Source — Television Magazine 


Public Service Television, Miami, Fla. 
Represented Nationally by Edward Petry & Co. 

18 JANUARY 1958 


Subliminal threat 

Subliminal projection will never be used in television be- 
cause today's advertisers arc too mature to trifle with a device 
-o main viewers would resent as an invasion of privacy. If 
subliminal projection is tried on tv, it will be in a publicity 
^t iint or short-lived experiment. 

Vnd >ci we're concerned that this gadget which has 
somehow captured public attention can do a good deal 
of harm to television. 

This week, for example, the New York Times Magazine 
carries an article called "Most Hidden Hidden Persuasion" 
which suggests to the glance-reader that tv is ripe to try sub- 
liminal projection (though it does not really say so because 
indeed there is no basis for such a statement). 

A large cartoon portraying the demons of subliminal pro- 
jection at work on an American family sets the stage — fol- 
lowed by a sub-headline which states: "now tv faces the chal- 
lenge of the subliminal, or phantom, plug — painless, odor- 
less, noiseless and definitely sneaky." 

But the article itself reports the only use now planned for 
sp is in motion picture theaters (where a new test, it is said, 
will soon begin). The Times also says sp has been rejected 
b) all three networks as well as NAB. Why then link sub- 
liminal projection with tv at all? 

The answer is that many literate people have a virtually 
uncontrollable passion for finding fault with television. An 
issue like subliminal projection, however illusory, provides 
an occasion to preach that tv admen will stop at nothing to 
work their will on the public. 

This is claptrap — and we call on tv's spokesmen to refute 
such articles as that in the Times Magazine. Indeed a wise 
step would be the offer of a rebuttal article to the Times from 
someone in the industry. (We'll do the offering ourselves if 
no one else comes forward.) 

Moreover we call upon the originator of most of the sub- 
liminal talk, James Vicary of Subliminal Projection Co., 
I nr.. to reconsider his plan to promote sp. Vicary, who has 
done much imaginative work in his primary field, market 
research, is unlikely to reap much return from sp in tv — 
though theaters may be another matter. 

Meanwhile, almo.-t subliminally, he can do harm to the 
stature of tv and tv commercials with the public. 


this we fight FOR: Radio's chances to 
exceed boom rear L957 look excellent as 1958 
begins. But sellers will have to do more than 
coast, is the In si step, we suggest they check 
pointers from admen which appear on page 33. 


Pitch: Tv actress-announcer Zel deCyr 
recentl) handed this advice to women: 
"Advertising agencies hire me to share 
my enthusiasm ahout certain products 
or \\a\> of living with you . . . It's 
almost like a marriage . . . But how 
man) women have this kind of shar- 
ing in their marriage? How many 
women are able to get their husbands 
to even listen to them? . . . You have 
to interest him. You have to use an 
approach that will attract him, amuse 
him, entertain him . . . hut above all 
make him want to hear you." It wont 
necessarily ivork — husbands are prone 
to what motivational research calls 
"selective inattention." 

Freewheeling: On St. Louis' educa- 
tional station, KETC-TV, Frank Block 
Associates agency tried a public 
"brainstorming" session. Now every- 
one can think like an adman. 

Security: Along Madison Avenue, 
New York's Con Edison Electric Co. is 
engaged in an extensive wiring opera- 
tion that has much of the stem torn up. 
Other morning, an adgirl noticed this: 
from one small excavation, a workman 
would scoop a shovelful of dirt, walk 
about five feet away to another small 
hole and drop in the dirt. Our adgirl 
could only assume that later he would 
reverse the process. She commented, 
"There's the most secure, enduring job 
on Madison." 

Arf! If we were an agency, we'd try 
awfully hard to get at least one of the 
following accounts that manufacture 
dog deodorants: Scent-Sation, Wag- 
Nolia, or Pet-Tunia. 

Promoters: To publicize its new Cin- 
ema 7. a Sunday movie series, WNAC- 
TV, Boston, is using a set of art mas- 
terpieces with captions: Whistler's 
Mother says, "Whistler's out but I'm 
staying in for Cinema 7"; Venus, "I 
lost my head when I heard about etc."; 
Rodin's Thinker, "Who's thinking? 
I'm just waiting for Cinema 7." And 
we're just waiting for p.r. boys to run 
out of ideas. 

More Promotion: Dave Yarnell, di- 
rector of public relations for WABD- 
TV, New York, publicized Night Beat's 
special program on "How to treat a 
New Year's Eve hangover" by sending 
out aspirin tablets. We missed the 
show, but ate the aspirins. It worked. 


s y R ACUSE 

Session to make- 
YTe have a confess pr03 ection of 

• dealing to subliminal P ro 3 
JZ2S?ZZ*~~»' bee n Hashing 

^^ re th an nine years we have been ainining . 

Tn {act) for more tha throughout our e 

bI jc U^n- — - 60 seconds ta «— -»r 

j ?0 up to bO secu consciously 

been presented L ^ JJ,,^ ^^ni.cule moments be 


tw eentheentert nve n by success, 

has been proven oy 

^ Cordiauy. 

Vice President 

Basic CBS 


KCMO and KCMO-TV, Kansas City • KPHO and KPHO-TV,Phoenix 

KRMG, Tulsa 

WOW and WOW-TV,Omaha • WHEN and WHEN-TV,Syracuse 

Inlli about 


ARB says it ... . 
TELEPULSE says it . 


"WLAC-TV has 41.0% 

of the audience from sign-on 
to sign-off 7 days a week/' 

The South' s Great MULT I -MARKET Station 

25 JANUARY 1988 
20« a copy • S3 a year 




Washington rumblings 
are focusing spotlight 
on net tv study and 
proposals to ban op- 
tion time. Here are the 
possible effects on the 
nation's advertise] - 

Page 29 

lhe Product That 

Wasn't Very Good Looking 

)ri upon a time there was a Product that wasn't very good looking. 

kr that was a shame, too, because it was a nice little Product, a pleasant thing, 

anless and unassuming. Even useful. But, it just wasn't very good looking. 

: c this reason, it dealt the Advertising Men a dilly of a fit. Heaven forbid 

h. they should picture it. They certainly couldn't describe it. It was undemonstrable. 

ft Advertising Men were in a king-sized, filter-tipped Quandary. But one day when 

h' were conferring, the Mailroom Boy walked into the Conference Tent with some \ 

m quills and risked a Suggestion: why not just tell the People what the Product did? 

¥< describe it. Or picture it. Or demonstrate it. This was a Great Idea and they did it. And \ 

h Product sold like crazy. And the Mailroom Boy was made a Vice President. And all was well 

ral '.Sometimes words speak louder than action. Honestly now, is your product good 
o ting? Demonstrable? If not, just tell the People what it does! For this, use Radio. 

* have several attache cases full of hard-hitting facts about our favorite medium. May 

♦ •show them to you? 

Re success of its users speaks clearly 
4r SPOT national spot radio 

R dio Division 


r e Original Station Representative 

radio's newest 

Page 32 

AMF's tv theory: 
customers first- 
ratings second 

Page 34 

Tv gets set 
to do some 
hard selling 

Page 38 


■ t-J St. Joseph, Missouri 
680 KC 5000 WATTS 

2,502.000 < srds c ° nsumer 

7 7 Markets, July, 1957) 

794,860 households* 
O A O 1 A A farm P°P ulation 

o U o , 1 U U < SRDS Consumer 

7 Markets, July, 1957) 


Consumer spendable income per year** 
139 counties 

[ in St. Joseph 
i in a 34 County Area 

50% More audience than the next station from 5:30 A.M. to 12:00 noon, 

Monday through Friday. 

21% More audience than the next station from 12:00 noon to 7:00 P.M., 

Monday through Friday. 

40% More audience than the next station from 5:30 A.M. to 1:00 P.M. 


(34 County survey— Pulse, March, 1957) 

35 Years old this year! Ted Nelson, Exec. V.P. / Ted Branson, Manager 


National Representative: 

Venard, Rintoul & McConnell, Inc. 





Put your Omaha money . . . 
•zi^n? the biggest Pulse * J* : 

KOWH . . . for seven consecutive years at the top in daytime 
Omaha radio, thanks to programs and personalities that 

get through to people. Good coverage, too, on 660 kc. 
Become an Omaha success story. Talk to Adam Young or 
KOWH General Manager Virgil Sharpe. 

*Dec. 1957, 7 a.m.S p.m., Mon.-Sat. 

I ? * T 


Represented by Adam Young Inc. 


25 JANUARY 1958 • Vol.12, No. 4 


Editor and Publisher 

Norman R. Glenn 

Elaine Couper Glenn 
VP-Assistant Publisher 

Bernard Piatt 
General Manager 

Arch L Madsen 





Barrow pot begins to boil 

Washington rumblings focus spotlight on net tv study and proposals to 
ban option time. SPONSOR examines possible effects on advertisers 

Saturation radio's newest problem 

Does greater copy variety go hand in hand with size of saturation cam- 
paign, or is copy repetition as effective? Here's what experts think 

Customers first — ratings second 

There's no worship at the tv ratings altar by AMF. They put qua] 


into practice by sponsoring bowling to reach bowler 

Tv gets set to sell 

38 The signals are up. For the first time, television must start selling 
hard. This is what the buyers say they want as the tables start to turn 

Is merchandising really worth it? 

40 '" -clling the Spanish language market, it seems to have special im- 
pact. One example: The success of Libby's baby foods in New York 

Trek to the West Coast 

42 Does the current westward move mean New York's talent pool is drying 
up? sponsor asks three New York tv talent buyers for their appraisal 

Editorial sumup: SPONSOR 1957 

47 -^ s 1958 gets underway, a quick look back. Here is a complete, concise 
recap of sponsor's last-half 1957 articles, indexed for quick reference 


24 49th and Madison 

59 News & Idea Wrap-Up 

4 Newsmaker of the Week 

58 Picture Wrap-Up 

42 Sponsor Asks 

18 Sponsor Backstage 

72 Sponsor Hears 

9 Sponsor-Scope 

80 Sponsor Speaks 

54 Spot Buys 

80 Ten Second Spots 

16 Timebuyers at Work 

78 Tv and Radio Newsmakei 

55 Tv Results 

69 Washington Week 

In Upcoming Issues 

Radio Basics 

what network radio looks like at the beginning of February — 
including complete li-t of all net radio clients and what they buy 

News Editor 

Senior Editors 

Alfred J. Jaffe 
Evelyn Konrad 
W. F. Miksch 
Harold Meden 



Marilyn Hammond 

Contributing Editors 

Bob Foreman 

Joe Cslda 

Art Editor 

Phil Franznick 

Martin Gustavson, Asst. 

Production Editor 

Florence B. Hamsher 


Associate Sales Manager 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Mid-Atlantic Manager 

Donald C. Fuller 

Eastern Manager 

James H. Shoemaker 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Dorris Bowers 

Georqe Becker 

Jessie Ritter 

Marion Sawyer 

Circulation Department 

Seymour Weber 

Emily Cutillo 

Harry B. Fleischman 

Debby Fronstin 

Accounting Department 

Laura Oken 

Laura Datre 

Readers' Service 

Nancy Smith 


combined with TV. Executive, Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
<49th Of Madison) New York 17, N. Y. Tele- 
phone: MUrray Hill 8-2772. Chicago Office: 
6)2 N. Michigan Ave. Phone: SUperior 7-9863. Los 
Angeles Office: 6087 Sunset Boulevard. Phone: 
Hollywood 4-8089. Printing Office: 3110 Elm 
Ave., Baltimore 11, Md. Subscriptions: United 
States $3 a year. Canada and foreign $4. Sin- 
gle 20c. Printed in U S.A. Address all 
correspondence to 40 E. 49th St., N. Y. 17, 
N. Y. MUrray Hill 8-2772. Published weekly by 
SPONSOR Publications Inc. Entered as 2nd class 
matter on 29 January 1948 at the Baltimore 
postoffice under the Act of 3 March 1879. 

1958 Sponsor Publications Inc. 



nearly All 

of Arkansas! 

"KTHV largely 
responsible for 
300% sales 




Advertising and Sales Promotion Manager, 
Boyer International Laboratories, Inc. 

Boyer International Laboratories recently bought a 13-week satura- 
tion campaign on KTHV for their H-A Hair Arranger, a liquid 
grooming aid. Although it is currently available only in the 
western two thirds of the nation, H-A ranks fifth in national sales. 
Boyer plans to tackle selected Eastern markets soon, using same 
saturation technique. Here's what Mr. Herzog says about KTHV: 

•• I think you will be interested to know that 
with only half of our 13-week campaign 
expired, we have already reached our 
sales and distribution expectations. 
Our sales for the first seven months of 
this year have exceeded last year's first 
seven months' sales by 300%. In fact, this 
year's first seven months' sales out-do all 
of our 1956 Little Rock sales by 125% . . . 
and the past six weeks of advertising and 
promotion are responsible for 58% of 
this year's business. 

Reports from our sales representative in 
the Little Rock area read as follows: 

"Good movement." "Excellent displays in 

stores." "Sold for the 

first time." "Doing quite well in 

stores." "Reordered." And the proof 
of these reports is, of course, shipments. 
To a large extent, the credit must go 
to the exceptional job you and KTHV 
advertising, promotion, and merchandis- 
ing did for us. The cooperation you gave 
us was equally exceptional. J J 




316,000 WATTS .... CHANNEL 

Henry Clay, Executive Vice President 
B. G. Robertson, General Manager 







reported by MATT THOMAS 

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• • • • ~ 





Represented by THE KATZ AGENCY, Int. 

N*w York, Detroit, S». Louis, Son Fronciico. 
CMcogo. Atlonto, Dollot, lot AngeUt 

of the week 

S. C, Johnson & Son, with over 50% of its multi-million 
budget in tv, has divisionalized its set-up to have belter mar- 
keting anil advertising control over its many neiv products. 
Under its newly elected president, Howard M. Parker, the 
company plans to introduce a number of new consumer prod- 
ucts with spot tv/ radio campaigns to be followed by net tv. 

The newsmaker: Howard M. Parker, new president of the 
72-\ ear-old S. C. Johnson Company, says that advertising propelled 
the multi-brand wax manufacturer into an enormous expansion pro- 
gram during the past few years. 

"We've better than doubled our advertising budget over the last 
three years." he told sponsor. "And more than half of our appro- 
priation continues to be in television because of the sales impact 
and demonstration ability of the medium." 

Among the most recent tv-successes is the company's new Klear 
floor polish, about to go on net- 
work tv. 

"We launched Klear with a sub- 
stantial spot tv campaign in New 
England some 18 months ago and 
today this floor polish has national 

S. C. Johnson's expansion fol- 
lows the pattern of some of the 
gianl soap companies: Some new 
products the firm is Introducing 
are directly competitive with estab- 
lished Johnson brands. 

"This does not mean that one Howard M. Parker 

brand takes away from another 

necessarily/" says Packard. "Actually, it just assures us of a larger 
share of the floor-cleaning market. The same woman who uses Stride 
on some floors, could use Klear on other floors in her home. The 
characteristics of the products are different." 

Johnson's line is split among three major agencies: Needham, 
Louis & Brorby (Johnson's agency of record for the Steve Allen 
Show), Benton & Bowles and FC&B. Through these agencies, John- 
son is alternate-week sponsor of Steve Allen, and Red Skelton and 
has just bought an eight-week participation campaign in se\<n differ- 
ent NBC TV daytime shows. Glade. Johnson's air freshener, will be 
Starting a major spring 1\ -radio spot campaign through Benton & 
Bowles b\ mid-Februarj . 

"The new divisional organization which divides our products into 
the Household Products Division and Service Products Division, will 
make various product managers and divisional admen responsible for 
our advertising effort," says Packard. 

"All our advertising has to be approved by our merchandising and 
advertising review committee, which consists of the chairman of the 
board, president and other top-level executives. ^ 

25 JANUARY 1958 

/FdmilY/ftadio Produces 

All da.y-^~r~every day and 
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hour gives KCBQ the biggest San 
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(Pulse, Oct. -Nov.) Another endorse/ 
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trump card — FAMILY 

Bartell Group progran 
major markets demonstrate^.^ 
general audience can be kept intact 
and growing by a continuous pro- 
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No audience fragmentation by 
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Result: Advertisers always 
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25 JANUARY 1958 

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SPONSOR • 25 JANUARY 1958 | 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


25 JANUARY, 1958 

Copyright 1958 

In just a few weeks the 1958-59 network tv buying season starts rolling, and you 
can expect anything but a shortage of new programs. 

CBS TV and NBC TV each has over 20 shows in the making — under outside as- 
signment or on the boards. 

Whether or not they're bought by September, most of these will be scheduled by 
the two networks in their fight for dominant position. 

Hence agencies will be urging their clients not to let themselves be trapped into 
stalling on future commitments because of spring business conditions. The reason is simple: 

A buyer scramble in the fall would find the networks in an advantageous price 

Judging from comment heard these days at plans board sessions, tv might be pushed 
into a special type of selling job due to the squeeze on the advertising dollar. 
The tenor of the top-level comment: 

• We have come to recognize tv as the greatest glamor medium, but how much do we 
know about its ability to deliver sales? 

• Granted tv's dynamic status, how do you compare the value of a dollar spent on 
tv with a dollar spent in other media? 

This may be a clue to what a lot of other admen are thinking about doing when 
the buying season starts in two-three months: 

George Abrams, Revlon ad manager, told SPONSOR-SCOPE this week he anticipates: 

• A scramble for the shows that can come through this season with good track 
records. In other words — 

• Sidestepping of new properties for programs that have been established with viewers. 

• A revival of tv's early mystery-crime cycle, but with the accent on quality in writ- 
ing, production, and character. 

Robert Hall Clothes this week wrapped up plans for its spring radio-tv satura- 
tion schedule. 

The list will involvel80 radio and 120 tv stations in 150 markets. 
Schedules will average 100 radio spots a week and 20 tv spots. 
The first stage of the campaign, via Frank B. Sawdon's Jerry Bess, is set for the 

week of 17 February. 

The peak will come around Easter. 

Spot tv prospects soon will be asked to look at some new qualitative studies 
of the medium. 

At least three major reps now are immersed in preparing presentations which will 

(1) Prove the basic value of tv spot (aside from costs), and 

(2) Serve as the springboard of an updated all-industry pitch. 

The idea is to create a distinct image of spot tv as compared to other media. 

Lucky Strike returns to network radio (NBC) in May, after four-year absence. 

The buy: The Bob and Ray package consisting of 10 5-minute week-end shows. 

The contract is for 13 weeks. American Tobacco considers the campaign: 1) an exten- 
sion of the brands' spot schedule and 2) a tool for reaching the out-of-home audience. 
BBDO developed this one. 


SPONSOR-SCOPE continued . 

Drug-toiletries advertisers are buying their nighttime network tv this season 
at an average cost of about S3. 35 per-1000-homes-per-commercial-minute. 

SPONSOR-SCOPE's estimate, based on December average homes and time plus 
talent costs, shows the CPMHPCM for this class of advertiser to be. : 

American Home Products, $4; Bristol-Myers, $2.65; Chesebrough-Ponds, $2.70; Colgate, 
$2.70; Helene Curtis, $2.90; Max Factor, $6.90; Johnson & Johnson, $2.10; Pharmaceuticals, 
Inc., $3.05; Revlon, $3.50; Schulton, $4.20; Toni, $3.20; Warner-Hudnut, $3.10; Whitehall, 
$3.40; Wildroot, $2.10. 

(See 18 January SPONSOR-SCOPE for CPMHPCM of food advertisers.) 

For the advertisers in the top rating rungs the cost of nighttime impressions is 
still an extraordinary bargain. 

This shows up markedly in an analysis by SPONSOR-SCOPE of the top 10 in Nielsen's 
second December 1957 report. 

Applying SPONSOR-SCOPE's estimate of time and talent costs to Nielsen's calcula- 
tion of average homes per program you get these costs-per-thousand-homes-per-commer- 
cial minute: 






$ 80,000 



Jack Benny 




Wells Fargo 




I've Got a Secret 




GE Theatre 




Danny Thomas 




Hitchcock Presents 




Perry Como 




Wyatt Earp 




$64,000 Question 




*Per 20-minute segment; two minutes of commercial. 

One sector in air media claiming it's still building up steam mightily is NBC 
Radio: Joe Culligan estimates that by 1 March the network — at the rate business is going 
— will have $16-million worth of commitments for 1958. 

In terms of NBC Radio features, the dollar distribution looks like this: News Around the 
World, $4.2 million; Monitor, $4.5 million; My True Story, $2 million; Bandstand, $2.3 mil- 
lion; the afternoon soap operas, $2 million; and News and Life of the World, $2 million. 

The network's estimated net potential for this year: $24-25 million. 

CBS TV's affiliates left no bases untouched during their Washington gathering 
a few days ago. 

After the meet had made its general impact on the town's politicos, groups of station 
managers took their attitudes toward the FCC Network Study report and pay-tv to 
their Congressmen. 

An example: Breakfast dates with Senators Knowland and Kuchel, arranged by George 
Whitney, of KFMB-TV, San Diego, for the California delegation. 

Chief objective of the coffee session: An explanation of the intricacies of the tv 
business and the relations between networks and affiliated stations. 

(For an analysis of the implications of the Barrow study report to tv advertisers, see 
article on page 29.) 

Another account this week left the R&R-Erwin-Wasey fold: The animal supple- 
ment division of Merck, worth about $1 million in billings. 

The business went to LaRoche, of which Ken Beirn recently became president. Beirn 
had the Merck account at R&R-E-W. 



SPONSOR-SCOPE continued 

The M. A. Wallach Co. is the latest candidate to toss its hat into the rating 
service rink. 

The Wallach system, which the Advertising Research Foundation has been asked to look 
at, would cost $13 million a year to operate. 

ARF also has been asked to underwrite a $20-million test of the Wallach system in 
Syracuse on the premise that the method would eliminate the "rating muddle." (The in- 
vestment, of course, would be returnable, if the service were bought.) 

The proposed technique: 

1) Personal telephone calls to a large pre-selected panel while the program is on 
the air. 

2) The interviewing would be conducted by two staffs: one inquiring about viewing 
and audience composition factors; and the other on commercial recall, product infor- 
mation, etc. 

3) The size of the sample would far exceed Nielsen's 1,500 audimeters and the inter- 
viewing additionally would entail person-to-person follow-ups. 

So far tv stations have shown little interest in participating in the project. Hence the 
entire support will have to come from networks, sponsors, and agencies. 

M. A. Wallach's background: American Home Products, KFC&C, NBC, and in the 
business of auditing retail stores and making consumer-retailer marketing studies. 

The three tv networks collectively grossed $48 million from time sales last 
November, which was 9% better than in the like month of 1956. 

PIB showed these plus margins per network in comparing the two months: ABC TV, 
22.1%; CBS TV, 8%; and NBC TV, 5.2%. 

The gross time billings for the networks jointly in the first 11 months of 1957: 
$446.5 million (5% over 1956). The plus margins: ABC TV, 6.3%; CBS TV, 7%; and 
NBC TV, 2.6%. 

A company's tv position is becoming more and more a strong consideration 
in mergers and acquisitions. 

This consideration falls into two areas: (1) a network program that the other party 
would like to have, and (2) added media discounts that can accrue from a doubling-up. 

Cases in point from the program angle: 

Revlon latching on to the Perry Como Show via the purchase of Knomark (Esquire 
shoe polish); Helene Curtis' getting into What's My Line by buying out Jules Monteil; 
and Warner-Lambert's linking itself to Ozzie & Harriet in the take-over of Hudnut. 

Program control and discount positions played no small part in these purchases: 

Pharmaceuticals, Inc. of J. B. Williams; Gillette-Toni of Paper Mate; and P&G of Tip- 
Top Peanut Butter. 

The ANA's tv-radio committee is beginning to take a really dim view of triple- 
spotting on network affiliated stations. 

As the first step in doing something drastic about the practice the committee is con- 
ducting a survey among the ANA membership to (1) find out what's been their ex- 
perience with triple spotting, and (2) get suggestions for remedies. 

The proposal that will likely come out of this study : Circulate a list, by markets, of 
the stations reported by ANA members to be flagrantly engaged in triple-spotting. 

Steve Labunski resigned this week as programing v.p. at ABN and a realign- 
ment of the network's programing policy is in the making. 

The indicated change in programing concept entails a return to recorded fare to some 
degree — with the continued emphasis on personalities. 

Obvious inference: The heavy live-schedule — especially in afternoon and evening — was 
too high-budgeted for the current market. 


SPONSOR-SCOPE continued . 

With the return of Campbell Soup shortly to network radio (NBC) the medium 
will be able to make this claim: It's now got every one of the 15 biggest network radio 
spenders of 10 years ago (the peak year for the medium). 

Much of the Campbell money is coming from surplus that had been allocated for 
NBC TV for the 1957-58 season. 

The Campbell radio business is being channeled through BBDO. 

This week brought the unusual spectacle of a network officially correcting the 
publicity release of a customer. 

Bymart-Tintair announced it had acquired a half hour of Tonight, and NBC TV count- 
ered this with an explanation: Tintair's commitment was for three minute announce- 
ments on the show's Wednesday session and a single announcement on alternate Wednes- 

NBC TV further noted it didn't want the impression to get out that it sold Tonight 
in half-hour segments — only participations. 

The D'Arcy agency is reported clearing the decks for the acquisition of the 
8 4-million Lincoln account. 

As a preliminary step, Y&R this week resigned the Lincoln business. 
P.S.: Looks like Buick will settle on its new agency this week also. Front runners con- 
tinue to be 1) Benton & Bowles, 2) Leo Burnett and 3) Ted Bates. 

Adam Young raised the torch of the independent station a bit higher this week 

with the unveiling of an updated compilation of who's first in the top 25 markets: inde- 
pendent vs. network. stations. 

The 1957 count for the independents, based on Pulse averages, as computed by Young: 
standing 1957 1956 

First 21 10 plus 3 ties 

Second 10 7 plus 4 ties 

Third 11 4 plus 3 ties 

The lavish salaries being paid this season to performers in tv are beginning to 

For instance, columnist Earl Wilson quoted Shirley MacLaine, not so long ago an 
obscure dancer, this week to the effect that: 

"When thev told me the price ($500,000 for 10 tv shows), I didn't answer — because 
my mouth fell open. I didn't say 'yes' — I thought I was talking to crazy people. They 
thought I wasn't happy and were going to increase it." 

As a producer of shows other than his own, this has been a tough season for 
Jack Benny. 

Scott Paper and Schick are pressuring NBC TV for a better show than they've 
been getting out of the Giselle MacKenzie half-hour; the odds are that at the end of 
March there'll be a different program in the spot. 

Another Benny propertv causing some anxiety is Bachelor Father, which— like the Mac- 
Kenzie show— has a western for a nemesis. For Bachelor it's Maverick: and for MacKenzie 
it's Have Cun. Will Travel. 

Still another imminent casualtv (but not Benny's) : Sally, alternately sponsored by 
Chemstrand and Roval Bee. Y&R. Dovle-Dane-Bernbach. and NBC are jointlv scouting for a 
replacement (the starting date depends on program choice). 

Bristol-Mvers meantime has cut back to an alternate week on Playhouse 90. 

For other news coverage In this Issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 54; News and Idea Wrap-Up, page 59: Washington Week, page 69; SPONSOR 
Hears, page 72; and Tv and Radio Newsmakers, page 78. 


The Twins tike radio with their fun 
. . . and tun with their radio 

That's why WDGY is first * in the Twin Cities . . . 
and why WDGY billings are at an all-time high! 

Talk to a Blair man, or WDGY 
General Manager Jack Thayer. 
: Latest Pulse. 

W D G Y 50,000 watts 
Minneapolis-St. Paul 




WDGY Minneapolis St Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 


25 JANUARY 1958 









Everything viewers look 
for in engrossing TV fare! 





Boy City 
E. Lansing 
Ft. Wayne 
Cedor Rop.d: 

We're Riding High 
... at KONO 

Higher and higher go the 
KONO ratings every month . . . 
by ANY survey. 

But what's more important to 
advertisers is the fact that 
KONO's sales potency is higher 
and higher, too . . . even higher 
that the audience ratings 

That's because there's new en- 
thusiasm and an earnest desire 
to SELL in the minds of every 
D-J on the KONO staff. 
Try us . . . and see for yourself. 
For rates and availabilities, see 

your H-R Representative 
or Clarke -Brown man 

E3 E3 

at work 

out of j 



Jack Canning, SSCB. New York, timebuyer for Pall Mall and Nox- 
zema, feels that a rep's selling job should not end after an order has 
been placed. "Reps." Jack says, "are always submitting spot im- 
provements to buyers, when their stations have been left 
campaign. But rarely do they offer these improvements aftei 
sold a schedule. They feel the\ 
already have the business, and 
good spots that become available 
are usually sold to new advertis- 
ers. Yet, the rep has a moral 
responsibility to service an old ac- 
count first and offer these good 
spots to improve existing sched- 
ules. And it would be good busi- 
ness. While many of the new 
spots would be used for improve- 
ments within a present schedule, 
others would be used as addition- 
al new schedules. The over-all effect would be healthy for the indus- 
try. As advertisers realized the concern for their schedules, spot 
activity would doubtless increase. So help us out, fellows. We 
can only keep check on all the stations in a schedule with your 
cooperation. What helps us in the long run is sure to help \iiii." 

Douglas H. Humm, Charles W. Hoyt Co.. New York, says: "I like 
ratings. Don't get me wrong. I don't think they are the be-all and 
end-all of buying. Far from it. But on the other hand, I don't 
think they deserve the abuse and malignment which has been heaped 
on them. Ratings are perhaps the one most important tool, I said 
tool, of buying. How else would 
we get an idea of the comparative 
audiences of stations and pro- 
grams? I don't mean that a 14.7 
is necessarily better than a 13.7. 
Not at all. But in order to give 
our client the largest possible au- 
dience for his dollar, we must use 
all the means at our disposal, rat- 
^, ings being the chief among them. 

Hfcfe Of course, as has often been point- 

ed out, ratings serve merely as a 
guide, and should be used in con- 
II the other techniques of sound timebuying. We 
consideration audience composition, the reputation 
ts believabilitj and ability to motivate sales. But 
And I sa\. use them prudently, but don't 
they're not perfect, we still need them." 

junction with 
must take into 
of the station. 
ratings arc important, 
abuse them. Even i 

of Maryland FOOD sales are covered 
by W-l-T-H at lowest cost per thousand 

And the other 29% are so far from Baltimore 
that they're controlled by distribution centers 
outside of Maryland. 

When you buy W-I-T-H, you buy all of 
Metropolitan Baltimore's burgeoning popula- 
tion of 1,550,645**— up 20.2% in the past 
seven years alone. You get blanket coverage of 

•Sales Management, 1957 

the total effective buying market— and no 
waste coverage. You get by far the lowest cost 
per thousand. 

That's why W-I-T-H has twice as many 
advertisers as any other Baltimore radio sta- 
tion. That's why, for food and every other 
product, it rates as your first choice. 

"Metropolitan Research 

It "figures"! 
Baltimore's best 
radio buy is . . . 

W- 1 T H 

Tom Tinsley, President 

R. C. Embry, Vice-President 

National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington; Simmons Associates in Chicago and Boston; 
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans; McGavren-Quinn in Seattle, San Francisco, Los Angeles. 


by Joe Csida 



all over the country! NEW 
CHARLIE CHAN improves 
ratings, betters time periods 

In Chicago, on WBKB it has 
improved the Wednesday 
night 10:15-10:45 time spot 
by 251' c to become the 
NUMBER ONE syndi- 
cated program in the mar- 
ket on any station, any day, 
any time! 

Outstrips closest competi- 
tion by over 53%, capturing 
a 39.2% share of audience. 
(Videodex 11/57). 
Captures the big share of 
audiences in Los Angeles, 
Atlanta, Philadelphia, Balti- 
more, Columbus, Detroit, 
New Orleans, Pittsburgh, 
Dallas-Ft. Worth and in key 
market after market! 


488 MADISON • N.Y. 22 • PLaza 5 2100 

^ Sponsor 
| backstage 

Tv networks at a turning point 

There are all kinds of indications these days 
that the American people are interested, to a de- 
gree they've never evidenced before, in national 
and international affairs. Television, of course, 
and to a lesser extent radio, can certainly take 
credit for making a vast contribution to this de- 
veloping public interest. And television, too, 
just a short time ago, gave one of the most 
dramatic indications as to just how strong the people's interest in 
world affairs has become. 

On Tuesday, 7 January, Dave Garrowa\. on his Today show, 
offered to send a copy of the Rockefeller Brothers' Foundation re- 
port on national security to any listener who wrote in for it. Before 
the weekend, Dave had received over 200.000 requests for the report, 
with hundreds still pouring in. in every mail. The Rockefeller re- 
port, as all of us know, hardly falls in the category of light reading. 
It goes on for some 25,000 words in its analysis of the comparative 
strength of our nation and the Russians. And when a quarter of a 
million people take the trouble to write in for a report of this kind, 
as a result of one announcement on a 7 to 9 a.m. tv show. \ou've 
got a reasonably alert and intelligent populace, and certainly one 
which is responding to television. 

Network tv at its best 

Typical of the manner in which tv is fulfilling this desire on the 
part of an ever-growing segment of the populace for meaningful in- j 
formation concerning the state of our union and the universe is the 
show the CBS TV network ran on 5 January as one in its series of 
90-minute Twentieth Century shows. Utilizing the brilliant corps of 
CBS correspondents in key areas around the globe, and in penetrat- 
ing, meaningful interviews with more than a half-dozen missile ex- [ 
perts from all branches of the service, and other scientists, this 
program. Where We Stand, was literally an education on the same | 
general subject as the Rockefeller report: Our preparedness for any 
possible attack by the Soviet. Not only did it make crystal clear the 
danger of our present position I We're at least a year, probably two 
behind the Russians in intercontinental missiles) but it was as timely 
as the next day's newspapers. For one of the experts interviewed 
on the show was Lieutenant General James M. Gavin, chief of 
weapons research and development of the United States Army, and 
at that very moment the front pages of the country's newspapers 
were telling the story of Gavin's proposed retirement "because I can 
do more good out of the sen ice. (ban in it." 

All in all, the show was a masterful job, and sponsor, Prudential 
Insurance Company of America, agency Reach, McClinton, the net- 
work and all personnel concerned deserve the highest praise. The 
show cost Prudential about $125,000, and took three months of 
preparation. It was a prime example of the kind of show which is 
possible to produce only because network television in this country 
has developed along the lines and to the degree it has. 

25 JANUARY 1958 



FIRST Networl 

FIRST Feature Film Library 

FIRST in News 

FIRST in Syndicated 
Half Hour Shows 

FIRST in Audience Surveys 

FIRST in Service .. 



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who's second? 

We at WBBM-TV are anxious as a mother hen to 
know who's second in Chicago television. 

The latest ARB report shows one station in second place. 
At the same time, another station is ranked second 
by the Chicago Nielsen Station Index. 
But Nielsen, Telepulse, ARB*... all agree on one thing... 
WBBM-TV commands first place by a wide margin. 
We believe that's what interests you. 

Showmanship shows the way in Chicago television. The same 
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The kind you find only <"> WRRM —TV 

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*December, 1957 


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Sponsor backstage contin 

Which makes it all the more a pity that people like Dean Roscoe 
Barrow, Congressman Emanuel Celler and others of their ilk find it 
profitable to build and further their own careers on efforts to re- 
strict and hamper network development. As CBS's Frank Stanton 
has often and eloquently pleaded: In this time of crisis it is more 
vital than ever before in the nation's history that the networks, both 
radio and television, be kept as strong and as solvent as possible. 
The FCC is, of course, in the throes of pursuing an investigation 
based on the recommendations in the Barrow report, and the net- 
works, having no other alternative, are spending untold amounts of 
additional money and hours of invaluable manpower preparing their 
answers to the 20 December letter sent to them by the FCC. 

The reps vs. the Barrow report 

It was especially heartening recently to see such a staunch com- 
petitor of the networks as Ed Petry, of the rep firm bearing his 
name, speak up in behalf of the networks. Petry 's statement, of 
course, concentrated largely on the question of option time, and 
said: ". . . to hobble the networks through a further unwarranted, 
unnecessary and undesirable restriction of network option time 
would do a disservice to every person in the country now enjoying 
the wonders of television. 

Other aspects of the recommendations in the Barrow report could 
be equally damaging to effective network operations in all kinds of 
important areas. It is our fervent hope that every sound-thinking 
and honest organization in the industry will speak up, if and when 
given the opportunity, in the networks' behalf. Certainly ever) sta- 
tion affiliated with a network should make itself heard, either singly 
or through group action. And it is even to be hoped that some Ear- 
sighted and industry-minded independent will raise their voices in 
cennection with some of the more blatantly cocke\eil aspects of the 
Harrow report. 

Another drive at the networks 

It is discouraging, too. to see another drive aimed al the networks 
at this very time. I'm talking about the renewed and louder-than- 
ever hue and cry raised by Campbell-Ewald's Philip McHugh on the 
old theme that tv prices are out of line and have reached their ceil- 
ing. McHugh was so quicklv joined, of course. b\ other agencj 
leaders, that the whole recent move began to smack of the successful 
efforts of the Association of National Advertisers to reduce radio 
rates, several years ago. Whether advertisers will be as successful 
in knocking down tv rates remains to be seen. 

It's slightly ironic that ABC TV's substantial progress as a third 
and effective major television network is one of the prime reasons 
McHugh and other agency men set forth for hitting the webs over 
the head for reduced rates, while the same web's growth is appar- 
ently disregarded by Congress and the FCC. For the imbalance 
several years ago among the four webs, with Dumont and ABC los- 
ing their shirts against solidh entrenched CBS and NBC was quoted 
by the web-hunters as being responsible for their investigations and 
reports. Now that free competition has resolved the situation into 
one which finds three strong webs healthily competing against one 
another, the web-hunters seem to be unaware of ABC TV's amazing 
strength and continuing growth. The web-hunters seem unaware, 
but the agencies and advertisers aren't. Do you wonder v\hv net- 
work executives are inclined toward a slight bitterness and cyni- 
cism? t^ 


Why Maid Durkee 

Director of Sales & 

Advertising Selects 

WLW Radio and 

TV Stations 

Network Affiliations: NBC; ABC; MBS • Sales Offices: New York, Cincinnati, Chicago, Cleveland • Sales Representatives: NBC Spot Sales: 
Los Angeles, San Francisco. Bomar Lowrance & Associates, Inc., Atlanta, Dallas... Crosley Broadcasting Corporation, a division of AyGO 


TV-TULSA covers 45 counties 

THERE ARE 319,278 

Within the "fabulous 45" are 31 Oklahoma 
counties where the retail sales equal half of 
Oklahoma's total — the half you can't reach 
without TV-TULSA. Counties in Kansas, 
Missouri and Arkansas are a bonus to this rich 
Oklahoma market. 

you get the fabulous 45. 
ONLY Iwith 

49th aH 

Which commercial slot is best? 
Recently have you published any re- 
ports on the relative viewing of the 
first, second and third commercials 
within a program? For instance, for 
30-minute television programs, what 
are the differences, if any, between 
the number of sets tuned in to the first 
commercial, the middle commercial 
and the final commercial? 

Or perhaps the question should be 
stated what are the different viewing 
levels per five-minute segment of a 30- 
minute program? 

John D. Carew, research manager, 
Zimmer, Keller & Calvert, Inc., 

• SPONSOR has never carried a depth treat- 
ment on this subject because there are few if 
any general answers. The niinute-bv-minute audi- 
ence flow varies with the strength of the program, 

average probably because it would be a relatively 


I'm sure you've discovered by now 
from other sources that your recent 
item in Sponsor-Scope on Ed Fleri's 
new appointment at BBDO was not 
entirely accurate. 

If you will compare it with the en- 
closed BBDO memo outlining his re- 
sponsibilities, you'll find that his duties 
are much broader and somewhat dif- 
ferent than your story implied. 

He is to act in the Spot field exclu- 
sively and to work on matters pertain- 
ing to both spot radio and television. 

Your implication that he is to oper- 
ate on radio problems only puts an 
unintentional and undue emphasis on 
that medium. 

We at Blair-TV heartily applaud 
Ed's appointment and predict that this 
important move by BBDO will result 
in an increasing number of its fine 
accounts examining and discovering 
the powerful advantages of spot tv. 

Jack Mohler 

• SPONSOR regrets this inaccuracy and is glad 
to lake this opportunity to correct it. 

Piggy-back marketing 
Your recent article "Piggy-back mar- 
keting and radio launch a new prod- 
uct?" was received with enthusiasm by 


all of us. We feel it was a very fine 
and informative piece on our Jomar 
Instant Espresso radio campaign. 

We could use another kindness. 
Could you please send us three or four 
additional copies of the article. . . . 

David North, ad dir. 

Martinsons Coffee Co. 

"Women's shows" 

When you asked for my home address 
so that I could enjoy sponsor in the 
quiet of my own home, I loved you! 
As a woman broadcaster for nigh on 
to 19 years, and gal about our radio 
station, who in addition to doing two 
25 minute shows a day, five days a 
week, makes it a point to call on her 
sponsors personally to see what's cook- 
ing and gets copy from the merchan- 
dise on display or from recommended 
sales for the week, etc., I don't have 
much time to read quietly in my office. 
So I will be delighted to share my now 
office copy, and continue to enjoy my 
personal copy "at home." 

Another thing I would like to say 
... I am a grandmother ... so having 
given quite a few years to radio and 
some to tv, I have never felt as so 
many women may have, that we had 
come to the end of these so-called 
"women's shows." I sincerely felt that 
they should be modernized a bit, as 
our younger generation is moderniz- 
ing. I think it sounds more sincere to 
have a woman talk about a home- 
making product than having some 
male voice trying to explain how a 
souffle should look when removed from 
the oven, or how easy it is to use a 
sewing machine or bake a cake using 
the new mix by XYZ. 

Forgive the sounding off like this, 

but you people are and always have 

been a help to those of us who double 

in brass, and I for one appreciate it. 

Connie Stackpole 

WG1R, Manchester, N. H. 

Any Comments? 

sponsor likes to hear from its 
readers. Your comments or 
your criticism represents one 
of our best methods of insur- 
ing that we are accomplishing 
our purpose. 

25 JANUARY 1958 

PULSE* says . . . 


has the highest average rating 
of any Denver station! 

Proof that listeners do prefer a station 
which programs... not to just a small, 
single segment of the audience... but to 
the total all-inclusive radio audience. 

Effective Air Personalities 

• JACK WELLS Show from 7:15 to 9 a.m. 

• ART GOW'S Ladies' Choice from 10:15 to 11:15 a.m. 

• PAT GAY Show from 12:05 to 12:45 p.m. 

• JACK WELLS Show from 4:00 to 4:55 p.m. 

• STARR YELLANDS Party Line from 8 to 9 p.m. 

• and DENVER AT NIGHT from 6:30 p.m. to Midnight 

r LU O personalities and features 
from CBS — the nation's leading network! 

'ULSE, October, 1957 



560 KC 

r Lee Fondren, 
:s in Denver. 

CBS for the Rocky Mountain Area • Represented by the KATZ Agency 

For the whole story call your KATZ r 
station manager and director of 

W — ~A 



The first faint sounds of Sputnik as it soared through sic 
were heard on NBC. This was one of the year's most •■ 
portant news breaks. More than that, it was dramatic vi- 
dence of the spirit which characterizes NBC News touy 

At a time when headlines have a special urgency for Amelia. 
NBC News is providing minute-by-minute coverage of w'ld 
events unmatched in broadcast journalism for speed, axt- 
ness, comprehensiveness and mature interpretation. 

iiis has been evident all through the past months of crisis. 
3r its resourcefulness at Little Rock, Variety called NBC 
jews "a heads-up, hustling-, news-digging operation." 

Jst recently NBC received astonishing evidence of the 
>le it is playing in informing America. During an inter- 
ew with Nelson Rockefeller on TODAY, Dave Garroway 
fered a copy of the Rockefeller Study to anyone who would, 
;nd for it. Following this single announcement more than 

200,000 requests for the study were received by NBC. 

Official recognition came last week when the annual Sylvania j 
Award for outstanding network news was given to the Na-i| 
tional Broadcasting Company "because it has taken a big step 
in 1957 in doing more things and greater things with ne\vs.";j 







25 JANUARY 1 9S8 


With hearings on the explosive proposals of the FCC's Network 
Study Staff coming up, the key issue of option time will be joined. 
Would its end really cripple network television as we know it? 

I he long-simmering Washington probe of the tele- 
vision networks has reached the boiling stage. 

After nearly four years of exhaustive examination, 
attacks from many quarters and recommendations 
touching every aspect of chain operation, it appears 
that the issue of network survival is about to be joined. 
Battle lines are being drawn this week as the indus- 
try prepares to testify before the Federal Communi- 
cations Commission regarding the explosive (and 
what many say are destructive) recommendations of 
the FCC's Network Study Staff headed by Dean Ros- 

coe Barrow of University of Cincinnati Law School. 
Hearings are scheduled to begin 3 March and the dead- 
line for appearances to be filed is only a few days away. 

Even before the hearings have begun, however, the 
sound of skirmishes has been crackling. 

• As the year ended, and less than three months af- 
ter the release of the Barrow report, the FCC fired the 
first shots as it sent off letters to all tv networks and 
about two dozen affiliates regarding alleged violations 
of chain broadcasting regulations concerning network 
and spot rates, program and territorial exclusivity. 


Abolition of network option time would slowly erode 
clearances with a checkerboard pattern whose impact 

noes far beyond the actual periods closed to clients, 


warn networks and affiliates. While option time is 

widely favored, not everybod 

iustry goes along 

• Veteran rep Edward Petry came 
out with a strong and pointed defense 
of network option time. While most 
reps are in favor of option time in 
general, main would like to see some 
limitations so as to provide more spot 
program availabilities in cream eve- 
ning time. Petry's statement contained 
no reservations on this score. It was 
also significant in \ iew of the public 
silence among reps. 

• CBS TV affiliates rallied behind 
their network and threw down the 
gauntlet in a resolution "to oppose vig- 
orously the findings, conclusions and 
recommendations of the Barrow report 
on network broadcasting which affect 
affiliates as a group." A special com- 
mittee under John S. Hayes, president 
of the Washington Post stations, was 
named to direct and unify the strategy 
of CBS affiliates in the counter-attack. 

While the Barrow report aimed 
shafts at a number of vital /ones ol 
network operation, much testimony is 
expected to revolve around the propos- 
al to ban option time, which the Bar- 
iow group said probably violated anti- 
trust law-. Except possibly for the pro- 
posal to limit ownership of stations by 
networks, there is no Barrow proposal 
thai siiike- si, close to the foundations 
ol network operation. It was no acci- 
dent that, of all the Barrow recommen- 
dations 'and there are main). Petry 
i entered his fire on the proposed ban. 

Furthermore, there is no Barrow 
proposal likely to affeel t\ advertising 
so much as the option time proposal. 
\\ nether or not it would cripple the 
networks (and the feeling that it might 
is mil unanimous, even anion- broad- 

v in ina 

tasting executives) there is little ques- 
tion that the scuttling of network op- 
tion time would have considerable im- 
pact on the methods and strategy of 
buying tv stations singly or in groups. 

Exactly what would happen in the 
event option time were banned is not 
easily spelled out. This cloud of un- 
certainty is one of the reasons (though 
not the most important! why the net- 
works and most of the stations fear its 
abolition. However, the bedrock basis 
is the assumption that if a network 
cannot offer pre-cleared time on a more 
or less simultaneous basis across the 
country, then it really has nothing to 

Before attempting to construct the 

possible consequences of an option 
time ban, an examination of the pres- 
ent option time arrangements would be 
in order. The FCC's Chain Broadcast- 
ing Regulations permit networks to op- 
tion no more than three hours during 
each of the following time segments: 
8:00 a.m. to 1 p.m., 1:00 to 6:00 p.m., 
6:00 to 11:00 p.m. and 11:00 p.m. to 
8:00 a.m. In exercising an option, the 
network must give the station at least 
56 days' notice. The time can be recap- 
tured from any local or national spot 
program, commercial or sustaining. 
But the option cannot be exercised 
against another network. 

The FCC regulations provide these 
limitations insofar as contractual agree- 
ments between network and affiliate are 
concerned. This means the network is 
free to negotiate with stations to clear 
programs in non-option or station time. 
But it cannot exercise a unilateral op- 
tion or compel an affiliate to cancel an 
existing program. Furthermore, it is 
believed that a program that straddles 
option time (say from 10:00 to 11:00 
p.m. I is to be considered in non-option 

Stations can cancel network pro- 
grams, even in option time, under three 
conditions. As set forth in the FCC's 
regulations, they are: (1) when the 
station reasonably believes the pro- 
gram is unsatisfactory or unsuitable, 
(2) when the station believes the pro- 
gram is contrary to the public interest 
and (3) when the station wishes to 
substitute a program of local or na- 
tional importance. 


A. WHEN IS IT PERMITTED? FCC's Chain Broadcasting Regu- 
lations provide that networks can option no more than three hours 
during each of the following four segments: 8:00 a.m. to 1:00 p.m.. 
1:00 to 6:00 p.m.. 6:00 to 11:00 p.m., 11:00 p.m. to 8:00 a.m. 

B. HOW DOES IT WORK? In exercising 
must give station at least 56 days notice. Optic 
against local program but not against anothei 
rule does not prevent network from programing during 

deal if it (1) believes program is unsuitable or i 
(2) feels ili' program is not in the public inter* 
to substitute a program oi local or national important 



be . 



on time 

can refuse to 

t sati 


, (3) 


for w 

eh show 


Refusals to clear option time for one 
reason or another are not exactly wide- 
spread but they are not rare, either. 
For example, testifying before the Sen- 
ate Commerce Committee in 1956, CBS 
President Frank Stanton disclosed the 
following regarding clearances in Class 
"A" time: of 815 station hours offered 
to CBS "basic required" affiliates, 91 
were not cleared during one week in 
May of that year. On all CBS affiliates 
thai week, 524 hours of option time 
were ordered by network clients but 
not cleared by stations. The figure of 
roughly 10% of Class "A" time not 
cleared is, according to those in a posi- 
tion to know, fairly representative of 
all the networks. 

The question of the specific effects 
on network operation in the absence 
of option time revolves, of course, 
around this question of the degree of 
clearances. In painting a hypothetical 
picture of a no-option time network of 
the future, the networks and broad- 
casters foresee, not a sudden collapse 
of traditional network operation, but a 
gradual erosion of pre-cleared time. 

It has been made clear beyond dis- 
pute through the years that the sta- 
tions want network programs. It, there- 
fore, follows that if option time were 
abolished the stations would continue 
taking network programs. However, 
the option time proponents say, a net- 
work is a delicately balanced affair. 
The fact that a substantial number, or 
even a majority, of network stations 
are cleared is not enough. The losses of 
a few key stations could easily upset a 
network buy from the advertiser's 
point of view. 

Even if an important station wanted 
to clear for a show, without option 
time it becomes exposed to extreme 
pressures from local and spot clients. 
Option time is a convenient counter- 
argument for station managers under 
these pressures. Without it, the local 
or spot advertiser can threaten (and 
possibly carry out the threat) to move 
over to the competition. 

"The station manager," said a net- 
work executive, "can easily tell himself 
that to put in, say, a syndicated show, 
during one half hour in the week can- 
not make much of a difference. And he 
can tell himself that he's done it be- 
fore. Only now what will happen is 
that this thing will snowball. Once he's 
opened the gates, he can't very well 
refuse others. And once he's done it, 
{Please turn to page 67) 


Limitation on station ownership 

The Barrow recommendations, regarding tightening of multiple 
ownership rules is regarded by network as endangering income 
which they need to support the "extras" in network operation, 
such as public service and cultural shows. The recommenda- 
tion is that licensees be forbidden to own more than three vhf 
stations in the top 25 markets. However, the over-all limit of 
five vhf and two uhf outlets would be retained. The recom- 
mendation is reminiscent of the proposal to limit multiple own- 
ers to no more than three stations in total as made three years 
ago by Harry Plotkin, special (Democratic) counsel of the 
Senate Commerce Committee. 

Ending of must-buy lineups 

The must-buy practice, according to Barrow, may violate anti- 
trust laws. The Network Study Staff recommends that a mini- 
mum dollar purchase be substituted. The latter method is now 
being used by ABC but not by the other two webs. The Bar- 
row group takes the same stand in this area as Rep. Emanuel 
Celler (D— N.Y.) head of the House Antitrust Subcommittee 
and Kenneth Cox, who was special counsel of the Senate Com- 
merce Committee. 

Ous'ing of networks from rep business 

The networks should be given a reasonable time, "say two 
years," said the Barrow group, to divest themselves of their 
spot sales organizations. This was recommended in the Plotkin 
memo also. Though non-network reps are generally against the 
Barrow proposals, most are in favor of this recommendation. 

Placing networks directly under FCC rule 

Barrow urged the FCC to recommend that Congress specifically 
authorize it to apply pertinent rules and regulations directly to 
networks but suggested that the official views of the Department 
of Justice be requested first. In his address to tv affiliates 
earlier this month, Richard Salant, CBS, Inc.. vice president, 
said the company had no objection to application of the exist- 
ing network regulations directly to the networks rather than in- 
directly through stations but expressed the fear that the Barrow- 
recommendations envisaged far more regulation than now done. 

Control over rate-making 

New rules were urged to take away from the networks their 
alleged power to control spot rates ( through pressuring stations 
to bring their spot rates up the network rate level) and to use 
network rate increases as a lever to gain additional clearances. 

Other proposals 

Other Barrow proposals include full publicity for affiliation 
contracts, forcing webs to place program where clients want. 
including overshadowed markets, non-affiliates in certain cases 



With the great reach and frequency of today's spot radio campaigns, 
how often should the same commercial copy be repeated? Was George 
Washington Hill right about repetition or is copy rotation needed? 


Type of Frequency 


per wk. commercials 




Music & talk 











Talk & jingle 



Hit Parade 





Pall Mall 


Jingle & talk 




Ogilvy B&M 

Light talk & jingle 










Jingle & talk- 





Jingle & talk 



Beech-Nut Gum Y&R 

Light talk 





Light talk 





Light talk 





Jingle & live 


1 (jingle) 




Light talk 




Ather. & Curr. 

Jingle & talk 



Arnold Bread 


Light talk 




Lennen & Nei 

: talk 


This tahle gives some idea of the divergent approaches to commer- 
cial copy variety in saturation radio. These are just a few of the 
successful clients on a N.Y.C. station and their approximate fre- 
quencies. The column at right shows about how many different com- 
mercials they are rotating. Pepsodent, with a high frequency, for 
example, uses one piece of copy at a time, achieves success through 
repetition. Beech-Nut Gum, with a lighter schedule on this station, 
has nearly as many copy changes as announcements per week. 

In the last year, radio commercial 
copy has come in for some fine bou- 
quets from both the consumer and 
trade press. That the plaudits have 
been deserved is beyond question, but 
perhaps the new concept of radio ad- 
vertising has been more responsible 
for the exciting new copy than any 
other factor. 

Saturation radio, which, in the short 
space of a month can reach 75% of 
the radio homes in a market, is cer- 
tainly a spur to the agency copy de- 
partment. Question: With reach and 
frequency blanketing homes like a 
blizzard, how long can the same copy 
be repeated before it bores or irri- 

A look at the chart on this page will 
show the variety of answers that can 
be tagged on this question. All of the 
clients are successful users of satura- 
tion radio. The success stories that 
each could rack up would more than 
justify the strategy behind their cam- 

In one case, a client can run a spot 
radio campaign spanning many months 
and do it with no more than a single 
commercial. Pepsodent and Texaco 
are two prize examples of this ap- 
proach to radio copy. Both would 
have been earned a hard pat on the 
back and a gruff "You're on the beam" 
from the late George Washington Hill. 
As far as that Madison Avenue genius 
was concerned, no one could be ex- 
posed to the same message too often. 
Repetition spelled success. Under the 

25 JANUARY 1958 


Those changing spots: Beech-Nut Gum uses many commercials to tell its "flavor lasts" story. At Y&R, Bill 
Dollard (in shirtsleeves) buys the time while Bill Backer writes enough commercials to keep the series fresh 

blows of a relentless hammer, the sell 
was driven into the public noggin. 

On the other hand, the chart shows 
that many equally successful adver- 
tisers in saturation radio are changing 
copy as frequently as mother changes 
diapers. With this school of admen, 
the public is entitled to a bit of enter- 
tainment along with the sell. The 
theme, or sales story, may be repeated 
in 10 rotating commercial cuts, but 
in each, the lead-in or situation copy 
has been varied. The sell is not actu- 
ally softened, the basic copy points are 
still repeated, but the capsule that de- 
livers them has been sugar-coated. 

"Hard Sell is too often confused 
with Hard Listening," a copy chief 
told SPONSOR. "It's one thing to sit 
here on the sending end and decide 
that a radio listener will not tire of 
hearing your minute of deathless prose 
or happy little jingle no matter how 
often it is repeated. It's another thing 
to be on the receiving end. All too 
often we neglect to take into consider- 
ation the listener's state of mind." 

Whether copy is changed often or 
remains the same throughout a cam- 
paign apparently is not the deciding 
factor in a campaign's success. A 
good, bouncy jingle, for example, can 
be played over and over again just as 
a hit tune can be played over and 
over again without wearing out its 
welcome. Today's copywriters and 
jinglesmiths are removing the irri- 
tants. As saturation radio accumulates 
its massive audience, new people hear 

the commercial for the first time, but 
those who have heard it before are not 
annoyed. If they have heard it often 
enough, they may even whistle or hum 
along with the e.t. 

The copy which has given radio a 
lot of new "sound," however — the 
light touch commercials — would seem 
to be the ones that demand the variety 
of versions within a saturation cam- 
paign. Pepperidge Farm, Tetley Tea, 
Beech-Nut Gum, Rambler, Dodge, 
Ford, Life Savers, Piels Beer and other 
commercials of a whimsical nature are 
usually sent out to radio stations in 
batches with instructions to rotate. 

Since their effectiveness and listen- 
ability depends largely on the good 
humor backdrop to the pitch, these are 
generally produced and distributed in 
groups. To play and replay but a 
single cut of such a "talk" commercial 
would be tantamount to telling the 
same joke over and over again. 

"The persons we're using in our 
commercials to sell Pepperidge Farm 
and Schweppes," says Reva Fine, 
Ogilvy, Benson & Mather copywriter 
on both the accounts, "are real people 
— Commander Whitehead and Parker 
Fennelly. To the radio listener, these 
men have become friends, and one 
doesn't expect a friend to tell the 
same story again and again. Thus we 
use a variety of approaches and situa- 
tions to get across the product idea." 

Of those admen to whom SPONSOR 
spoke, all agreed on one thing — vary 
the showcase if necessary, but never 

current campaign's product message. 

Rambler cars, which have enjoyed 
great success through radio this year 
(sales up 81% over a year ago), fol- 
lows this concept. Says Ray Mauer 
who, with Jim DeFoe, writes Rambler 
radio/tv copy at Geyer: "It's unques- 
tionably important to have a central 
theme to take advantage of the repeti- 
tive impact of radio. But it's equally 
important to put this theme within a 
framework that has freshness and 

"Variety in the approach to the ba- 
sic product story is a fine thing," says 
Ed Schneeberg, B&B copywriter on 
Maxwell House Coffee (an account 
which has a good supply of varied 
commercial approaches to its central 
theme), "but variety should never di- 
lute the sales story." 

An excellent example of commercial 
variety and its use in saturation radio 
is Tetley Tea. The copy is written by 
George De Coo at Ogilvy Benson & 
Mather, and David McCall is the copy 
supervisor on the account. Tetley had 
a new product story to tell about a 
year ago — (1) that Tetley Tea is from 
only the tiny leaves from the top of 
the tea plant; (2) that these leaves are 
ideal for tea bags; (3) that Tetley 
leaves come from at least 22 different 
plantations. It is strictly a quality story. 

Today, practically every radio lis- 
tener is familiar with the "I like those 
tiny little tea leaves" jingle. Listeners 
have also come to know a man named 
{Please turn to page 67) 

25 JANUARY 1958 

"Bowling Stars** offers sus 
pense, excitement. Here's a tv 
screen view of Lind) Faragalli, 
from Paterson, \. .1.. rolling a 
ball worth $10,000 in prizemonej 
his last ball in a perfect game 

Wi\c me three-quarters <>l a mil- 
lion bucks and I'll give you 6.7 and 
6.9 network tv ratings for 26 weeks." 

Many admen would probably turn 
that proposition down flat as a bad 
deal. This despite the fact that 
throughout broadcasting's life span 
they've talked about "buy the right 
audience, don't worry about total 
numbers." Examples of in-practice 
support of this theory are hard to 
come by. 

But among the few existent practi- 
tioners is a U. S. business Goliath — 
American Machine & Foundry, a com- 
pany that rang up over $260 million 
in sales and rentals during 1957 for 
production of everything from atomic 
reactors to bowling balls. 

AMF is today spending $750,000 to 
sponsor 26 weeks of Bowling Stars, a 
film series of championship bowling 
carried by about 80 ABC TV stations 
from 4:00 to 4:30 p.m. every Sunday. 

And last Sunda\ (19 January) it 
spent another $100,000 to sponsor 
a bowling season highlight, the All- 
Star Bowling Finals, held in Minneap- 
olis under the auspices of the Bowling 
Proprietors' Association of America. 

What's AMF. a firm that in 1952 
and 1953 put its tv money into Omni- 
bus, doing with bowling shows today 
— particularly the low-rated Bowling 
Stars presentation? 


One of the most intensive diversifi- 
cation programs in the history of 
American business is responsible. 
AMF used to be concerned primarily 
with selling machinery to U. S. indus- 
try and defense products to the gov- 

Acquisition of a number of subsidi- 
aries, a move started in 1949, is re- 
sponsible for altering the picture. 
These new subsidiaries resulted in two 
things: (1) increased production of 
AMF's consumer products, particular- 
ly in the bowling products field, and 
(2) addition of a host of new items to 
AMF's roster. 

Result: Today, more than ever be- 
fore, AMF must woo the consumer di- 
rect. The company has chosen to do it 
by dropping the primarily institu- 
tional-type tv advertising used on Om- 
nibus in favor of harder sell of its 
consumer goods via a show designed 
to hit its major marketing target — 

Principally, the products are: bowl- 
ing balls, bags and shoes from AMF*s 
bowling products group; bicycles, tri- 
cycles and a host of other wheeled 
vehicles for juveniles from the wheel 
goods division: DeWalt power tools 
and accessories from its DeWalt divi- 
sion, and a variety of rubber recrea- 
tion goods, from basketballs to skin- 
( Article continues page 36) 




AMF advertising and marketing executives are happy with 
Bowling Stars despite low ratings. In conference (1. to r. ) . are: 
\ H \ nc una, manager of design services. AMF marketing division: 
Tom Young, Jr., Fletcher D. Richards account executive for AMF 


In an era when many treat rating points 
as the crown jewels of tv, here's an 
industrial empire in revolt. AMF reaches 
its market — bowlers — with a program 
that virtually guarantees pre-selection 
of audience. Singers and gunslingers may 
have more viewers, but do they bowl? 


AMF promotes Nr by using tv to promote bowling 


Over 30,000 pinspo 
today; in 1952 ther 

diving equipment, produced by Voit 
Rubber Corp., AMF's most recent sub- 
sidiary addition. All of these products 
fall in the category of "leisure time 
equipment" in the eyes of AMF's ex- 

And there's another, though not 
strictly a consumer, product. This is 
AMF's Automatic Pinspotter, an auto- 
matic device for bowling lanes. The 
pinspotter is augmented by a complete 
variety of bowling equipment, in- 
cluding lanes with underlane ball re- 
turns, bowling pins, ball racks, scoring 
tables and ball cleaning and polishing 

"We use our tv show to sell all of 
our consumer recreation products for 
US, with bowling as the vehicle of in- 
terest." This is the basic show pur- 
pose, as outlined to sponsor by both 
AMF's advertising and marketing ex- 
ecutives: Jerry Donovan, advertising 
director of the bowling products 
group; Jack Dabney, marketing direc- 
tor for AMF; Vic Ancona, Dabney's 
assistant, and Tom Young Jr., account 
executive at Fletcher D. Richards, 
agency for AMF bowling products. 

How about those ratings? "You 
have to look below the ratings surface 

to determine the value of Bowling 
Stars to AMF," Young states. "We 
are running a show with specialized ap- 
peal to hit our principal audience — 
bowling enthusiasts." As an indication 
of AMF's success in reaching this au- 
dience, Young revealed that in markets 
where bowling is a particularly popu- 
lar sport, "our ratings go as high as 
18.0 or 19.0." 

"We estimate we're reaching about 
five million bowling fans and prospec- 
tive bowlers with each Bowling Stars 
show, and for the money we're spend- 
ing, we're very happy with that audi- 
ence," the adman stated. 

AMF is making a bid for increased 
audience, however, with its new time- 
slot, which it acquired on 5 January. 
Previously, the program was telecast 
from 8:30 to 9:00 p.m. Sundays, 
against the formidable Ed Sullivan 
and Steve Allen competition on CBS 
and NBC. 

Bowling and AMF: Bowling's im- 
portance to this American business 
giant has been magnified tremendous- 
ly since 1951. It was then that AMF 
introduced its present automatic pin- 
spotter, a product designed to revolu- 

tionize the sport by taking it out of 
the back-room, pool-hall type of loca- 
tion and putting it into palatial sur- 
roundings. Modern, well-lit, attrac- 
tively decorated establishments are 
springing up all over the country to- 
day — some of them boasting as many 
as 60 lanes. Replacement of the pin- 
boy with automatic pinspotters — and 
television — are credited by AMF exec- 
utives with creating this bowling boom. 
"The pinspotter made it possible for 
the alley operators to accommodate 
bowlers on a 'round-the-clock basis; 
bowling shows on television whetted 
the appetites of millions who had never 
tried the sport," says Donovan. 

AMF estimates there are over 20 
million bowlers in the U.S. today, and 
they're spending a whopping $350 mil- 
lion a year on their sport — 10 times 
more than the total gate receipts -for 
major league baseball in 1956. 

Women are prominent in the bowl- 
ing picture too. The Women's Inter- 
national Bowling Congress, established 
in 1917 with 40 members, today lists 
more than 900,000 members. Hun- 
dreds of bowling establishments have 
blossomed forth with afternoon leagues 
for the ladies — and some lanes even 


4lf you're merchandising toothpaste, you 
oad the dealers' shelves, advertise on tele- 
ision and promote your product. We put 
nir merchandise — a pinspotter service — on 
he howling lane, and we use tv to sell peo- 
>le on bowling. This builds business for 
he lanes and in turn builds pinspotter rent- 
ds and sales of AMF bowling products." 

Morehead Patterson 

AMF board chairman 

offer beauty salons and baby-sitting 

What does all this mean for AMF 
Pinspotters Inc.? There are about 66,- 
000 certified bowling lanes in 7,500 
U.S. bowling emporiums today, and 
more are being built all the time. So 
far, AMF has placed over 30,000 auto- 
matic pinspotters in these places — all 
in five years. In 1952, there were only 
188 pinspotters in operation in the 
country. This year, AMF estimates 
more than 50% of the nation's bowl- 
ing lanes will be on round-the-clock 
operation with the electronic device. 

Since AMF leases its machine to 
operators on a rental basis, the com- 
pany will continue to derive income 
from its pinspotters, even if the 
market saturation point is reached. 
Couple this fact with AMF's manufac- 
ture of other bowling equipment, both 
for alley operators and consumers, and 
the basic tv goal is plain. "We're out 
to enlarge the base of bowling partici- 
pants — the more enthusiasts we de- 
liver to the sport, the better it is for 
AMF," says Donovan. 

Tv Bowling: How to deliver enthusi- 
(Please turn to page 74) 



Disk jockey proves his listeners are with it — for sure 

|fow responsive is the disk jockey listener? 

This week WCBS, New York, was still counting some of the 
evidence that the listener can be brought into the act. Its 
"Three Of A Kind" contest pulled 15,686 entries over a 15- 
week period though each entry represented considerable crea- 
tive effort. 

The work: to match up three tunes that went well together 
via a central theme, original story or quip made out of the 
song titles. Contest was on Jim Lowe's Hideaway show (Sat. 
1:30-6:00 p.m.). Two of the winners: 

If I Could Help Somebody Billy Eckstein 

In Times Like These Sylvia Syms 

I'm Available Margie Rayburn 

The Lady Is A Tramp Frank Sinatra 

The Gentleman Is A Dope Eydie Gorme 

Two Lost Souls J. P. Morgan, Perry Como 

The results: during the contest's first week, 197 postcards 
were received; 733 the second week; 1,260 the 10th week; 
1,801 the 13th week — a 15,686 total over the entire span of 
the September-December contest. 

Each week's three winners received Columbia Hi Fi table 
model phonographs. A total of 45 sets went to the winners. 

Tic tac toe board is used by disk jockey Jim Lowe of WCBS, N. Y., 
to illustrate contest where listeners chose three records that told a story 


This week admen told SPONSOR 

FLEXIBILITY of spot tv is tailor-made for today's marketing- 
conscious client, can make spot the "recession-proof" medium 

COSTS must be held down this year as advertising money gets 
tighter. Dollar growth in net, spot tv can come from new business 

SALESMANSHIP in 1958 means creating new uses for spot tv, 
developing new approaches to net tv buying, seeking new clients 





SERVICE by reps and stations can cut timebuyers' paperwork, 
make tv less costly to handle and encourage wider use of spot tv 

What do L958's" money-strapped 
advertisers want from tv? 

Evidently plenty. The sellers of the 
medium are facing real sales resistance 
for the first time in t\'s history. The 
complexion of tv's market place has 
changed and buyers' demands are 
stiffer. Perhaps it was Norman Knight, 
president of the Yankee Network, who 
Bummed it up best (at last week's CBS 
TV affiliates meeting i : 

"Selling is tough today . . . and it 
u ill gel tougher." 

Despite this sober appraisal, indus- 
ti j estimates foi network and spot i\ 
billings in L958 peg volume at 'i' '< 
above L957. (See l\l'> figures <>n op- 
posite page, i 

This week sponsor went to agenc) 
media men and l\ clients to find out 
what t\ sellers will have to do if 

they're to reach their L958 objectives: 

Stop creeping rates. Medium-sized 
advertisers are cry. ing "uncle." I he) 

know tv can deliver sales, but fewer 
clients can swing that initial invest- 

Some are solving the problem b) 
adapting radio buying patterns to spot 
tv. The trend is toward more flurries 
of four-to-six weeks. Biggest draw- 
backs : 

• Loss of advertising continuity. 

• Higher cost to agency in buyer 

• Sluggish response from stations 
and reps in filling short-term in-and- 
out orders. 

"Spot t\ can be the Logical bene- 
factor of the softer national economy," 
sa\s B&B media v.p. Lee Rich. "It 
offers the in-huilt flexibility necessary 
to clients whose sales problems shift 
more rapidly in these uncertain times. 
But spot t\ must help us afford these 
advantages. Stations have to hold 
down the rates. The) should offer 
packages to induce longer contracts 
and year "round campaigns. 

kill triple spotting. Each tv dollar 
has to produce at maximum efficiency . 
"And that's impossible when your 
commercial is buried between two | 
spot announcements and adjacent net- 
work pitches." says one tv bu\er who 
handled in excess of $5 million in 1957 
air media billing. 

Several top agencies, including ^ &R, 
JWT and B&B, to mention just three, 
are currently carrying on full-blown 
crusades against triple spotting. They 
want reps to tell them what other com- 
mercials their stations will slot in the 

""When a rep offers us announce- 
ment availabilities in prime time, we 
want to know we"ll he the only I.D. or 
the only 20-second announcement in 
that break," says Y&R's Ray Jones. I 
""No client can afford to have his mes-|f 
sage diluted b) haying it wedged in 
among a hatch of others." 

His view point is typical of mediajl 
executives today . 

• 25 JANUARY 1958 

Sell to fit needs. The business will 
go to the station and rep who know a 
client's over-all advertising needs and 
ke\ presentations to them. One ap- 
proach may be to find new uses for 
spot tv to fit it creatively into an ad- 
vertiser's network strategy. 

For instance, spot tv can increase a 
network client's reach in specific trou- 
ble areas. Said George Blechta, A. C. 
Nielsen v.p., at last week's ANA re- 
search workshop: "The ap- 
peal of the strongest network 
television show will vary 
greatly in individual mar- 
kets. In the current competi- 
ti\e network situation, broad 
coverage must result in cer- 
tain weak spots. The prob- 
lem is to plug up these holes. 

"How can this be done 
quickly, economically, and 
with flexibility required by 
a shifting network competi- 
tive picture? A broadcast 
spot campaign can answer 
all these requirements." 

Some enterprising reps 
have based a pitch on mak- 
ing up ratings differentials 
through spot tv in weaker 
network markets. 

Promote and merchan- 
dise. "Tv is the most pow- 
erful marketing medium 
when it's linked to the place 
of sale through good mer- 
chandising," says B&B's Grace Porter- 
field. "Some stations are doing a good 
job in promoting the campaigns of 
long-term advertisers. But too many 
stations don't keep the agency in- 
formed about the job they're doing. 
This means extra man-hours to avoid 
unnecessary merchandising duplica- 
tions."' Buyers want to see more mer- 
chandising and promotion of the sta- 
tion's own local shows to build up the 
value of the adjacent announcement 
campaigns. And they want reps to 
keep them up-to-date on a station's ef- 
fort to build its importance in the 
local market. 

Design escape hatches. The tv gi- 
ants can spread the risk of long-term 
network commitments by buying into 
two or more shows on a split-sponsor- 
ship basis. But agencymen point to a 
number of medium -size advertisers 
who could afford only a 13-week run 
on network. 

"In prime evening time the door's 

still closed to them," says Bryan 
Houston media director John Ennis. 
"It's still hard for the seasonal adver- 
tiser to make a good buy. And it's 
hard for the year-round client whose 
needs have changed to be able to get 
out of his commitment." 

Ease network "must buys." To- 
day's marketing-conscious client wants 
to have the full impact of his tv dollars 

What TvB 

sees ahead 

for '58 




$ 661.2 

$ 694.3 

National spot 



Local spot 



Total tv 



TvB's prediction 

for 1958 tv dollar 


me represents 

a 7% increase ov 

er its 1957 year- 


industry esti- 

mates. This 7% 

growth Would me 

larger dollar 

gain than the csti 

nated 9.3% incre 


v chalked up 

in 1957 over the 

1956 McCann-Ei 


in tv figures. 

in the areas where his sales are. Net- 
work must-buy stations don't fit each 
national client's needs. 

"Chicago is a natural part of a basic- 
network, but it could be bad for a 
coffee advertiser." says the head buyer 
for a major coffee brand. "Chicago 
has so many local brands, the national 
coffee client might be better off with 
three other markets in the place of 
Chicago. But two tv networks make 
no provision for such substitutions." 

A number of agencymen feel that 
some of the money going into spot 
programing buys could be attracted 
into network if must-buy requirements 
were based on dollar volume as in the 
case of ABC TV rather than upon 
specific station lineups. 

Says the media v.p. of an agency 
that billed over $20 million in tv in 
1957: "Often the bulk of sales of na- 
tional advertisers comes from a hand- 
ful of markets. If such a client happens 
to have a very well-rated network 
show, he could really get along on 

fewer stations and still hit most of his 
market. Rigid network must-buy re- 
quirements may be driving some of 
these advertisers into spot programing 

Trim paper work. As more clients 
buy spot tv in shorter-term flurries, 
the timebuyer's job becomes more 
complex. Better servicing on the part 
of the reps could relieve this burden, 
say the agency media men, 
and would help trim the 
agency's cost of handling 
spot tv. 

"As we use more and more 
short flights, we need reps' 
confirmations faster," says 
Cunningham & Walsh's Jerry 
Sprague. "Any scheduling 
error or make-good or bill- 
ings error becomes more 
difficult to make up during 
a six-week campaign than in 
a 26-week period." 

Some of the snags that 
develop in buying a short- 
term campaign could be 
avoided through better com- 
munication between the sta- 
tions and their reps. For 
instance, some stations still 
run make-goods without 
checking the agency through 
their rep before doing so. 
"This complicates our job 
of policing a campaign." 
says one JWT buyer. "And 
the make-good might not deliver the 
impact that we were entitled to get." 

Develop new presentations: Media 
buyers work long hours. They don't 
like the kind of presentation, no matter 
how glamorous or witty, that takes an 
hour and keeps them in the office after 
six doing work they could have done 
had the presentation been shorter. 

"I wish the reps would stick to facts 
and keep them short and sweet," says 
a Compton media executive. "Too 
much of the stuff they show us is 
puffery and we know it. Market data 
is something that any large agency 
today can develop within its own shop. 
What we want is more competitive 
information about the way one station 
stacks up against the others in a 
market. We want background on its 
programing and personalities." 

It boils down to this: Media men 
want to see facts, logically and crea- 
tively presented. They're unim 
by meaningless decoration. 

25 JANUARY 1958 





It seeins particularly effective in Spanish-language 

markets, where radio listeners have an 

emotional loyalty to a station's personalities. 

Libby's merchandised baby foods heavily in New York's 

Latin market and today is top seller in the field 

Iwlore babies of Spanish-Puerto 
Rican extraction in New York City are 
eating Libby's baby foods today than 
any other brand. And executives at 
Libby, McNeill & Libby, Chicago, are 
crediting Spanish language radio. 

Libby, prior to its use of this medi- 
um, was just one of a number of 
brands doing about equal business 
among the 240,000 Spanish-Puerto 
Rican families in New York. Today 
it's top seller in this market. 

The firm faced two basic problems 
in building its variety of 28 different 
baby foods to its new rank: 

• To build brand preference for a 
product that is unique in one respect: 

the product consumers — infants — have 
no say in selecting the brand they're 
going to eat, above perhaps a gurgle 
of joy or yell of dissatisfaction at the 
high-chair table. 

• To obtain eye-level shelf position 
in grocery stores and supermarkets. 
This point is particularly important to 
1 ) a 1 > \ food manufacturers. Research 
has shown that baby foods sell about 
50% better if displayed at eye level. 

Why? Baby foods are strained to a 
"mush" consistency and packaged in 
glass jars. It's extremely difficult to 
tell the difference between, say, a jar 
of strained apple sauce and a jar of 
strained bananas — unless the label can 

be read. Eye-level shelf position brings 
the labels into easy visibility. This 
easy identification tends to increase 
the variety of foods a mother will buy 
for her offspring. 

Libby beat the first problem by buy- 
ing into popular Spanish language 
programs featuring personalities whose 
endorsement of Libby's would be tak- 
en as gospel by the Spanish-Puerto 
Rican housewives. 

The second problem was met with 
intensive merchandising of the radio 
advertising to storekeepers and super- 
market buyers. 

Programs: Libby started in June 

1956 with a schedule of about 30 an- 
nouncements a week in two of New 
York's Spanish language programs: 
Spanish Breakfast Club, aired from 
5:00 to 10:30 a.m. daily over WWRL, 
and La Voz Hispana del Aire, broad- 
cast from 5:30 to 9:30 p.m. daily by 
the same station. 

The schedule, as worked out by 
J. Walter Thompson, Chicago, carried 
through until the end of December 

1957 when Libby's took a hiatus. Re- 
turn to the schedule is expected this 
month. Costs during 1957 were about 
$15,000, sponsor estimates. 

All time segments of the shows were 
used at one time or another by Libby's. 
The last Pulse survey on the programs, 
taken from 12 to 17 November 1956 
in 500 Spanish-Puerto Rican homes, 
gives Breakfast Club this rating spread: 
from 2.6 at 5:00 to 5:15 a.m. to 16.2 
for the 8:00 to 8:15 a.m. segment. 
The low for La Voz is from 5:30 to 
5:45 p.m. (9.8); highest rated seg- 
ment is from 6:15 to 6:30 p.m. (13.8). 
Pulse estimates the Spanish-speaking 
market at 970,000 people in the New 
York area. 

Effectiveness of the radio advertis- 
ing was tested by Libby's in June, 
1957 with a one-month free offer to 
listeners. The firm offered a baby 
spoon in return for a Libby's label as 
proof of product purchase. 

Result: Over 9,500 labels poured 
into WWRL in the first three weeks 
alone. Statistically, this averages out 
to a response of one out of every 26 
Spanish-Puerto Rican families in the 
New York City area. 

The station's sales promotion staff 
also worked up a hard-hitting mer- 
chandising program aimed directly at 


the grocery stores and supermarkets 
servicing the Spanish-Puerto Rican 

• With eye-level shelf position as a 
prime target. WWRL sent 8 x 10 glossy 
pictures of the station's leading Span- 
ish language M.C.'s to the store man- 
agers. Handwritten in Spanish on each 
picture was a message urging them to 
give Libby's the desired shelf posi- 
tion. The note capitalized on the radio 
advertising by pointing out to each 
grocer that eye-level shelf position 
would mean greater turnover and prof- 
it for him — because Libby's was the 
only baby food advertised in Spanish 

• A letter on WWRL stationery, 
signed by the station's leading person- 
alities, was given to each Libby sales- 
man. The letter, asking for the desired 
shelf position, was shown to each gro- 
cery store owner or manager. Sales- 
men report the message proved success- 
ful in many stores. 

• Personal appearances by the ra- 
dio stars were also arranged at large 
supermarkets. At one appearance, La 

Autographed photo of Alfredo Barea, 
MC of La Voz Hispana, with his endorsement 
of Libby's, were given out at supermarkets 

Voz MC Alfred Barea autographed 
12,000 5x7 photos for eager shoppers. 
This photo also incorporated a hand- 
written message by Barea personally 
endorsing the Libby's baby foods line. 
• Point-of-purchase display materi- 
als were also found to be effective mer- 
chandising tools with the intensely 
loyal Spanish-language customers. Shelf 
strips, posters and floor display car- 
tons all were used. And all tied in to 
the radio advertising through program 
mention and large photographs of the 

WWRL Spanish-language show stars. 

Spanish-language radio experts tag 
this type of merchandising as partic- 
ularly effective in selling this market. 
They contend that the Spanish-Puerto 
Rican radio listener develops excep- 
tional loyalty to favorite personalities. 
Their endorsements of products there- 
fore produce immediate results in the 
market place. 

Distribution was another area Lib- 
by's benefited in as the result of its 
Spanish language advertising-merchan- 
dising. It started with its baby foods 
in about 200 stores; today over 800 
stores in New York's foreign language 
market are carrying the line. This 
means about 85% distribution has 
been attained, according to estimates 
by JWT. 

Net campaign results: Both of Lib- 
by's objectives have been met. Sales 
figures substantiate the establishment 
of brand preference in the Spanish- 
Puerto Rican market; store surveys 
show that most of the 800 stores carry- 
ing Libby's are carrying it at eye-level 
shelf position. ^ 

Money to spend? New York's Spanish-language market has $888 million 

"Libby's, in using Spanish language 
radio, is selling one of the three hottest 
markets in America." So says Selvin 
Donneson, sales manager of station 
WWRL, New York. 

Donneson, in a recent address to 
the Timebuying & Selling Seminar of 
the New York RTES, defined these 
three markets as "Negro, Spanish- 
Puerto Rican, and foreign language." 

He reveals that Libby's, in wooing 
the Spanish-Puerto Rican market in 
New York, is hitting a population 
group with $888 million in spendable 
income. "Employment of Puerto Ri- 
cans is at an all-time peak," he states, 
"with the average Puerto Rican family 
having an income in excess of $3,700 
a year." 

The importance of selling this group 
in its native tongue is emphasized by 
Donneson because of this fact: 

• "Mass advertising doesn't reach 
the Spanish-Puerto Rican population 
because it's not able to understand a 
client's advertising unless it is pre- 
sented in Spanish." He contrasts this 
situation with that of other foreign 
language markets like Italian, Polish 
and Jewish. "These people under- 
stand English well enough to compre- 
hend and be sold by an advertising 
message wherever it appears," he 

He also characterizes the Spanish- 
Puerto Rican market as the only grow- 
ing foreign language market in New 
York because of three factors: "(1) 

There is no restriction on immigration 
from Puerto Rico — they are American 
citizens. (2) Puerto Ricans are arriv- 
ing at the rate of more than 50,000 
each year. (3) Even those born here 
speak Spanish 90% of the time be- 
cause they have to talk to the great 
majority who were born in Puerto 
Rico and speak only Spanish." 

To admen who want to test Spanish 
language radio's effectiveness in a 
campaign, Donneson recommends in- 
ventory checks at key supermarkets 
during the campaign; salesmen sur- 
veys to determine changes in dealer 
attitudes; and comparison of product 
volume with wholesalers before the 
campaign starts, and again just before 
it comes to an end. ^ 


With the West Coast trek, SPONSOR ASKS: 

Is New York's tv talent pc 

This week SPONSOR asked three 
New York users of tv talent for 
their answers. Here are their 
sometimes conflicting viewpoints. 

Roger Pryor, vice president. Foote, Cone 
& Belding, Veto York 

The exodus of live television to the 
\\ est Coast has of course drastically 
reduced the talent pool in the East but 
I. for one. see no reason to be unduly 
concerned. If practically all of live 
television is to originate on the Coast, 
doesn't it logically follow that our 
Eastern talent needs will he somewhat 
lessened ? 

Nor do I feel we should be at all 
surprised. Either by the production 
move, or bj the inevitable "Horace 
Greeley" on the part of the talent. 

In the first instance, overlooking the 
ol>\iuu> fad that a square foot of San 
Fernando \ 'alley is considerably 
cheaper than a square foot of Rocke- 
feller Center, production of anything 
resembling motion pictures is a "way 
of life" in Holly wood. Theirs is not 
a "sometime" activitj in production — 
the) re a dedicated group, and the 
lowest man on the technical totem pole 
evidences a pride in his work rarely 
encountered in the East. 

\- Eoi the talent, "I < ourse thej 're 
following production on its \\ estward 
trek. \\ hen one has something to sell. 
one lake- it to the mosl active market 

But. win the alarm'.' There was an 

enormous to-do when Pathe. Essana\. 
Fox and other pioneer film producers 
abandoned the Fast for the West short- 
Is alter the turn of the century, taking 
practically all of the talent with them, 
hut somehow the theatre continued to 

'I hen again, in the late Twenties and 
early Thirties, when sound came to 
films, there was a great demand for 
"talking"' actors, and, again, a broad 
"folding of tents'' was experienced. 
But the theatre, and the then infant, 
radio, somehow survived. 

So, it's happened again? So, let us 
be calm. Let's not worry too much 
about a loss of supply when we know 
that the loss of demand has automati- 
cally lessened proportionately. 

For such talent as we will need in 
the East, we'll have to dig a little deep- 
er, to be sure. But new faces and per- 
sonalities will emerge to take their 
places beside those who remain. They 
always have. 

Walter Lowendahl, president. Trans- 
film, Inc., New York 

\'\ hat may appear to be a mass exodus 
of talent from New York, is in reality 
the exodus of some shows seeking to 
holster ratings with the hypo of the 
big name Hollywood personality. 
\c lually the real talent will always be 
here in New York. Phis is a sophisti- 
cated town with a penchant for the 
off-beat, untried commodity. Broad- 
wax and off-Broadway, continue to de- 

light our senses with new talent, ex- 
perimental plays and the unusual di- 
rector; documentary and art films are 
growing in demand and playing to ca- 
pacity houses: and live television 
spectaculars of any distinction, invar- 
iably are produced from New York. 

It is true, however, that much of 
live television has moved westwaija 
But we have another phenomenon — 
the "Eastern" — to take its place. These 
particular films have been notable for 
their excellence and their unusual 
character. "On the Waterfront," 
"Face in the Crowd." "Twelve Vngrj 
Men" and many others are adding to [ 
New York's stature as a new film , 

Statistically, the production picture 
is stable. Local theatrical unions are f 
in full employment and the talent pool J 
has not diminished one iota. The 
threat that 90 r 4 of television commer- 
cial production would emanate from | 
Hollywood has not materialized. New 
York is producing at least 70' \ of the 
total film commercial output, with Chi- I 
cago and other centers cutting into the i 
remaining 30' i . 

Optimism is clearly evident in New 
^ ork as a production center. Feature, 
television and industrial producers are 
refurbishing the old "flicker" studios 
>ii building their own. 

What New York has is definable 
and basic: quality . The "Star-System," 
with all its disadvantages, is not a [ 
prime factor here. The directors and |j 
writers are the arbiters of performing 
talent. More fresh, new talent, conse- 
quently, find themselves before the i 
footlights and Klieg lights. Here, the- 
actor is not considered a "piece of tal- I 
ent," but an intelligent, dedicated pro- 

Another ingredient New York pos- 
sesses is not quite so definable: vital- 1 
itv. This vitalitv mav he that magic 

2.1 JANUARY 1958 

ying up? 

breath, an intangible that makes a 
stage, television or screen play rise 
above trite formulas, "short-term"' 
trends and the same old faces. 

In short, New York's got something 
— it always has. it always will. 

Judd L Pollock, president, MPO Tele- 
vision Films. Inc., New York 

Tv spot 
is not 

Talent a\ailabilit\ for the production 
of television commercials is as good 
as ever in New York, and in some 
\\a\s better, despite the westward trend 
in live l\ . 

In the case of actors and models, it 
is difficult to determine just how many 
are following the live shows to Cali- 
fornia in the hope of more steady em- 
ployment. But a phone call to any 
casting agency clearly demonstrates 
that the oversupply of experienced 
talent seeking commercial employment 
is as much a fact of life as ever. 

Moreover, we find that "name" 
talent is becoming increasingly avail- 
able to us. Among the stars and 
feature players who have been filmed 
at MPO in recent months are Martha 
Wright, Bing Crosby, Patti Page, 
Monty Wooley, Joe E. Brown, Enid 
Markey, Viola Roache, Tom Petty and 
Olive Templeton. It is inevitable that 
Broadway talent, such as the last four 
mentioned, will work more and more 
in t\ commercials now that program 
production is lagging in New York. 

But the key to New York's stability 
(Please turn to page 67) 



1 1 tv"s Boredom Index is on the rise, you can't prove it by the 
percentage of viewers who are staying in front of their home 
screens. ARB figures released to sponsor for December show 
substantial increases for total U.S. sets-in-use. And this is at all 
hours of the day, from 8:00 a.m. to 12:00 midnight. Chart below 
shows the hourly viewing figures bv local time zone as well. 

Average tv sets-in-use by time zones, Dec. . 
Monday-Friday daytime averages 

Local Eastern 

Zone , « , 

Time 1957 1956 1957 

Central Pacific 

956 1957 

Total U.S. 
1957 1956 

8 AM 




































12 Noon 














































36.6 37.2 







Sunday-Saturday evening averages 

6 PM 






















































12 Mid. 









With her memory-I^iif-bver li; 


Whether you sell her shoe polish or throat 
lozenges or room deodorants — any prod- 
uct she doesn't use or think of every day 
— strong advertising frequency is the 
way to insure her memory. And CBS 
Radio daytime drama offers the statistics 
you need: radio's biggest audiences, high 
frequency of impression, efficient costs. 
But more than this, CBS Radio delivers 
a most attentive audience (as strikingly 
revealed by a six- city study of the quali- 
tative differences in listener attitudes 
toward stations). Here, you talk to mil- 
lions of your best customers while they 
really listen! CBS RADIO NETWORK 




1950 CENSUS 



s. c. 

serving the SPARTANBURG-GREENVILLE supermarket 

Issued every (> months 




Advertising Agencies 

\(imen can get merchandising support — J. Len- 

iianl. Mogul 

Newsmaker: Edward Aleshire. Cohen & Aleshire 

You don't have to be a giant — Ludgin, Chicago 

Newsmaker: Rolland W. Taylor, Foote, Cone & 


How big can JWT get? 

Jackson Taylor. Lennen & Newell, profile 

Newsmaker: Robert Watson, Erwin Wasey, Ruth- 

rauff & Ryan agency 

Xewsmaker: Larry \ alenstein. Crey Advertising 
Frank Kemp: ''Buying's not for lazy men," profile 
Newsmaker: Edward D. Madden, Keyes, Madden 

& Jones 

BBDO invites net radio to a comeback lunch 
"Sight-draft" helps cut spot's paperwork maze — 
Morey. Humm & Warwick plan with Sinclair 


Newsmaker: William E. Brownell, Camp-Mith, Mpls. 

Will agencies fight hard? Frey Report 

Newsmaker: Mayor Thomas D"Alesandro Jr. (Bal- 
timore ad tax plan) 

Newsmaker: Dr. Wallace H. Wulfeck, ARF 

Newsmaker: Clarence E. Eldridge, 4A's 

Top 50 air media agencies. Chart with net and 

spot breakdown 

Newsmaker: Arthur Fatt, Grey Advertising 


Volvo goes national with spot radio and hoopla 
How to make every dollar work like ten. North 

American Van Lines, Inc. 

Edsel's strip tease 

Can t\ sell after midnight? Oldsmobile 

Baytime tv outpulls all media for Lyon Van Lines 

Will air power win the battle of Detroit? 

Newsmaker: Edward Ragsdale, Buick 

13 July 
20 July 

20 July 

27 July 
27 July 
3 Aug. 

14 Sept. p. 
14 Sept. p. 

21 Sept. p. 
5 Oct. 

19 Oct. 
26 Oct. 
26 Oct. 

16 Nov. 
23 Nov. 
30 Nov. 

30 Nov. 
21 Dec. 

27 July p. 33 

3 Aug. p. 
10 Aug. 
31 Aug. 

7 Sept. p. 

5 Oct. 
28 Dec 

Broadcast Industry News and Issues 

Newsmaker: John C. Doerfer. FCC 6 July 

Sponsor asks: What is there about your market 
which a buyer has to see personally to under- 
stand? 20 July 

27 July 

Newsmaker: Paul Robert-. MBS 3 Aug. 

Never underestimate Pat Weaver: Csida 10 Aug. 

Are clients ducking the 15% on tv packages? 31 Aug. 

Music and news are only building blocks 7 Sept. 

The cul de sac of creative management: Foreman 14 Sept. 

Why ABN dropped Nielsen 14 Sept. 

^ here 81% of spot buys are made. SRA gives a 

% breakdown for four cities 21 Sept. 

Sponsor asks: Should station reps approach clients? 21 Sept. 

What is station merchandising? Carl H. Vogt 21 Sept. 

Newsmaker: Harold E. Fellows, NARTB 

PGW's Univac make- it easier to buy spot tv/radio 

Newsmaker: Sputnik ( impact on admen) 

How to "catch" an audience: Csida 

"Sight-draft" helps cut spot"s paperwork maze 
(Morey, Humm & Warwick plan with Sinclair 
Does it pay to merchandise a show today? Qual- 
ity Bakers of America case history 

Newsmaker: Sid Roslow (Pulse) _ _ 

Newsmaker: Kenneth W. Bilby, NBC ....... 

AT&T: science at work in air media planning 

RTES seminar: spot radio's pioneer days 

Sjionsor asks: In a period of bu-ine-s -lowdow n. how 
should advertisers slant their broadcast copy? 

Rating madness 

Sponsor asks: How can companies get the most 
out of the industry's own personnel bureau (the 

Listening Post) ? .... 

Rating madness — an editorial 

Newsmaker: Bob Morris, BAR ....... 

I lo» big did ABC make it? (standing of each 

12 Oct. 
19 Oct. 
19 Oct. 

26 Oct. p. 42 

9 N.rt 

9 Nov 

16 Nov 

16 Nov 

23 Nov 

23 No\ 

30 Nov 

7 Dec. 


TV/Radio Year End Report 
New Year's resolutions — for the o 
polls radio and tv people 

Commercials and Sales Aids 

ials must dominate ad manager's tii 

Helene Curtis __ ... 

The space men have landed: Foreman 

Do you sell like a fishwife? — E. Manning Rub 

Cargill & Wilson 

Sponsor asks: What are the fall trends ir 


Ohio bank hits with "something different" 
How to write a commercial with a camera. 

Lomas. MacManus, J&A tv expert 




asks: What are the fall 1 



with a "Continental touch" 

put a flip-card presentation on film 

tests still wow 'em. Orders Mattress Co. _ 

-shot in tv advertising: Foreman 

asks: Do packages need redesigning for 

Pre-testing isn't Madison Ave. monopoly. (Glen 
Advertising, Dallas, Texas) 

Are sponsors overdoing comedy commercial-.' 
""Dudley" campaign for Nucoa 

Sponsor asks: Is program mood really important t 
selling a product? 

Follow -through for tv sales success. Proctor Elec 

It's the old words that Mill sell: Foreman 

Can tv sell after midnight? Oldsmobile 

6 July p. 27 
6 July p. 18 

6 July p. 60 

13 July p. 36 

13 July p. 39 

13 July p. 60 

20 July p. 35 

20 July p. 38 

27 July p. 36 

3 Aug. p. 18 

3 Aug. p. 64 

10 Aug. p. 35 

17 Aug. p. 32 

17 Aug. p. 56 

24 Aug. p. 30 

24 Aug. p. 18 

31 Aug. p. 38 

25 JANUARY 1958 

^ SPONSOR INDEX continued... 

Sponsor asks: What are the trends in tv and radio 

premium oilers this fall? 
How t\ lieked a winter sales slump. National Paint 
& \ arnish, Los Vngelea 

What l- station merchandising? — Carl H. Yogt 

Drop a successful jingle? Burgermeister Beer 

Sponsor asks: How do you write a jingle 1957 style 
The fimin radio commercial, circa 1930 (from 

Walter Schwimmer's book) __ _ 

Check your commercials against radio's best 

Sponsor asks: How do writers use research in creat- 
ing commercials? 

Webster can't do it all (product personality: tv vs. 

radio) : Foreman 

Does it pay to merchandise a show today? _ _ 

What's a gag worth? Csida 

How to hypo an old product with air media. White 

Kinii Soap Co. __ 

TV tune-in ads: a critique: Foreman __ 

Radio in transition: Can e. t.'s replace local per- 
sonality? . 

Sponsor asks: How did you create your prize 

winning radio commercial? ..— 

What the space age means to sponsors 

Should a $70,000 spender put it all in tv? Amsco 

Sponge Cloth ___ 

Sponsor asks: In business slowdown, how should 

advertisers slant broadcast copy? _ _ 

Win Hoffman marketing demanded humor 

How \our tv commercial gets on the air 

What Lysol learned about day vs. night tv 

Daytime tv documents its case. NBC-TV study 

James Yicary: subliminal Svengali? 

To integrate (commercials), or not: Foreman 

Are salesmen audience builders? Nationwide Ins. 
sponsor's choice for top 10 tv commercials, 1957 

Cosmetics and Drugs 

Guarding a $7,000,000 tv investment. Helene Curtis 
Vewsmaker: Howard J. Morgens, P&G 
Armour's "split" personality (foods and soaps) __ 
How to hypo an old product with air media. White 
King Soap Co. 

31 Aug. p. 72 

14 Sept. p. 38 

21 Sept. p. 41 

28 Sept. p. 31 

28 Sept. p. 50 

12 Oct. p. 37 

19 Oct. p. 40 

19 Oct. p. 56 

26 Oct. p. 18 

26 Oct. p. 42 

2 Nov. p. 24 

2 Nov. p. 40 

9 Nov. p. 16 

9 Nov. p. 34 

9 Nov. p. 50 

16 Nov. p. 38 

16 Nov. 


16 Nov. p. 50 

23 Nov. p. 36 

23 Nov. p. 40 

30 Nov. p. 34 

30 Nov. p. 37 

30 Nov. p. 38 

7 Dec. p. 18 

7 Dec. p. 32 

28 Dec. p. 32 

6 July 
31 Aug. p 
31 Aug. p 

p. 27 



Sponsor asks: What are the fall trends 


Telepulse ratings: top spot film shows _.._ 

Why Hollywood turned to radio: Csida 
Telepulse rating-: top spot film shows 
Once bitter rivals now swap stories (tv and motion 

picture industry): Csida 
Movie-men don't know how to use radio. Gordon 

Md.c ndon, KLIF, Dallas ... 

Telepulse rating-: top spot film shows 

More action on the film front: Csida 

Jack Paar vs. feature film: Csida 

D.pth -indie- i I i feature film; (2) spot ratings 
Telepulse ratings: top spot him show- 
Dichter on Dracula: the- tv horror cycle 

Telepulse rating-: top spot film shows 

Telepulse rating-: top spot film shows 

Foods and Beverages 

primary medium? Good Humor 
'split" marketing personality (foods and 

2 Nov. p. 40 

6 July p. 60 
13 July p. 56 
27 July p. 16 
10 Aug. p. 50 

24 Aug. p. 16 

24 Aug. p. 34 

7 Sept. p. 52 
7 Sept. p. 86 

21 Sept. p. 18 

5 Oct. p. 34 

5 Oct. p. 54 

2 Nov. p. 43 

9 Nov. p. 48 

7 Dec. p. 50 

31 Aug. p. 34 
31 Aug. p. 41 

Drop a successful jingle? Burgermeister Beer .... 
Doc- ii paj to merchandise a show today? QBA 

Why Hoffman marketing demanded humor .. 

Why Whitman (candy) moved into spot radio 

The Maypo marketing miracle 

Pepsi, Vnnie and the soft, soft sell 

Foreign and International 

Excitement in Alaskan tv: Foreman 

Canadian Radio and TV: 1957 

Spanish-language radio 

Mexico's profit potential for you 


Beneficial's marketing jigsaw puzzle 

TV: the marketing medium ._ 

How tv spans Armour's split marketing personality 

The marketing veep: how he operates 

Spot tv's own marketing revolution (an analysis of 

spot tv trends) ..... _.. 

Why Hoffman marketing demanded humor 

Agency marketing: vital plus or hidden cost? 

The Maypo marketing miracle 

28 Sept. p. 31 

26 Oct. p. 42 

23 Nov. p. 36 

30 Nov. p. 28 

14 Dec. p. 34 

21 Dec. p. 26 

20 July p. 18 

24 Aug. p. 39 

26 Oct. p. 44 

14 Dec. p. 42 

6 July p. 30 

3 Aug. p. 27 

31 Aug. p. 41 

28 Sept. p. 25 

p. 35 


Newsmaker: John C. Doerfer, FCC 

Beneficial's (Finance) marketing jigsaw puzzle .... 
Ohio bank (City Nat'I Bank and Trust Co., Colum- 
bus) breaks tv precedents 

Index January through June 1957 

Weather show lands a perfect sponsor. Skuttle 

Manufacturing Co. (humidifiers) 

Torture tests still wow 'era. Orders Mattress 

Newsmaker: Kenneth C. Gifford, Schick, Inc. 

How Prudential insures full value from net tv 

How the gas industry (American Gas Association) 

markets a new identity on tv .... 

Newsmaker: Edmund F. Buryan, Sheaffer Pen Co. 
Follow-through for a tv sales success. Proctor Elec. 
Candid quotes on trade paper ads. sponsor's judges 

in awards competition 

The softy set. West coast show, Pet Exchange, 

aimed at pet lovers _ 

The cul de sac of creative management: Foreman 
How tv licked a winter sales slump. National Paint 

& Varnish, Los Angeles 

This bank (Twin City Federal Savings and Loan 

Association) isn't afraid to sell 

Newsmaker: R. Neison Harris, Gillette Co 

Does radio follow customers to suburbia? National 

"Sight-draft" helps cut spot's paperwork maze. 
Morey, H&W plan with Sinclair Refining 

"Pr with ad tools." Aluminium Ltd., Canada 

AT&T: science- at work in air media planning 

Should a $70,000 spender put it all in tv? Amsco's 
sponge cloth 

What Lysol learned about day vs. night 1\ 

Are salesmen audience builders? Nationwide Ins. 

Newsmaker: Joseph F. Cullman, Philip Morris _ 

This utility (Western Mass. Electric) buys live tv 
for $178 a show 

Newsmaker: Roscoe Barrow, Dean of U of Cincin- 
nati Law School. (Study against "option time" 
and "must-buys") 

Frey impact will he felt this spring 

(Please turn to jxige 52) 

16 Nov. 
23 Nov. 
14 Dec. 
14 Dec. 

6 July p. 5 

6 July p. 30 

13 July p. 36 

13 July p. 48 

20 July p. 34 

27 July p. 36 

10 Aug. p. 5 

10 Aug. p. 32 

17 Aug. p. 35 

24 Aug. p. 5 

24 Aug. p. 30 

7 Sept. p. 46 
14 Sept. p. 18 

21 Sept. p. 36 

5 Oct. p. 5 

12 Oct. p. 40 

19 Oct. p. 34 

19 Oct. p. 37 

9 Nov. p. 30 

16 Nov. p. 46 

30 Nov. p. 34 

7 Dec. p. 32 

I I Dec. p. 4 

28 Dec. p. 28 

12 Oct 

2.'! Nos 

25 JANUARY 1958 


Orlando, Florida 



Full 316 KW Power 

Reaching 29 Mid ■ Florida Counties 
167,275 TV Homes 


ABC Network 



SPONSOR • 25 JANUARY 1958 49 



83 "- 




American Institute of Graphic Arts/5 selections in "50 Best Ads of the Year" 

American Rayon Institute, Inr. 

The Coca-Cola Company 

Calamlna Records 

Esso Standard Oil Company 
American Institute of Graphic Arts/Certificate of Excellence 

Westingliotise Electric Corp. 
Printing Trades Exhibit/Award of Special Merit 

Uestinghouse Electric Corp. 
Cleveland Advertising Club; Performance Award 

Tin nhiu Bell Telephone Co. 
Cleveland Advertising Club/2 Performance Awards 

The Standard Oil Co. (Ohio) 

— Full Color (newspaper) 

Art Directors Club of Chicago/3 Awards (posters) 

The Standard Oil Co. (Ohio) 
Art Directors Club of Chicago/lst Prize (TV commercial) 

The Standard Oil Co. (Ohio) 
Art Directors Club of Chicago/Merit Award 

The Commission for Green lilac Advertising 
International Association of Cooperatives/lst Prize (brochures) 

Diamond Walnut Growers, Inc. 
Mead Papers, lnc./"A top award" in national competition (4-color. magazines) 

Best Direct Mail Campaigns of 1957/2 Selections 

Esso Standard Oil Company 

Chrysler Cor pur, it a, a iChrusler Division* 
Art Directors Club of Detroit 3 Silver Medals 

Chrysler Corporation (Chrysler Division! 
Art Directors Club of Detroit ,'2 Silver Medals 

Chrysler Corporation (Chrysler Division) 
Financial World/Best "Annual Report Ad" for industrial ma 

Temco Aircraft Corp. 
Financial World/Bronze "Oscar of Industry" for Annual Re[ 

Metronome Year Book,"Creation of musical worth of a |azz 

National Biscuit Co. 
Negro Market Poster Display Contest/Brandford Award for 

The Coca-Cola Company 
Western Advertising Art Awards TV Award of Excellence 

n Advertisi 

Magazine/Selection among top ten TV commercials of 1956 

Liggett &■ Myers Tohocco Co. (Chesterfield Cigarettes* 
ung Age Selection among best TV commercials of 1956 

Tide Magazine/Selec 

Advertising Age Panel of Advertising Women/Selection amor 
Companies of 1956" (magazines) 

Chrysler Corporation 'Chrysler Division) 
Lithographers' National Association Annual Awards Competit 

in of Outdoor Advertising Art/First Award 
m of Outdoor Advertising Art/Second and 

; "Outstanding Advertising 

an/Certificate of Award Iw 

i Soft Drink Classification 
hird Awards in Gasolines aad 

n Outdoor Advertising Art/2nd Award in Auto Accessories Classification 
Supply Co. 
ntion of Outdoor Advertising Art/First Award in Beers Classification 

ntion of Outdoor Advertising Art/6 Additional Selections in "100 Best Posters 

Co. (New Jersey) 

Associated Business Publications 
chandise consumer advertising to 
Donahue Sales Corp. 

Saturday Review Annual Awards/ 
Derby Foods, In, 

(Los Angeles)/Award of Distinctiwe Merit 

inting Exhibition/Selection as one of 

s/lst AWard "for advertising introducing 

i/Award of Merit "for advertising to mer- 

ds/First Award "for advertising to sell 

I Merit "for advertising to sell 

'distinguished advertising in the public interest" 

'distinguished advertising in the public interest" 

"distinguished advertising in the public interest" 

'Disneyland" as a top TV program which "in 

Greater Philadelphia Fuel Confer 
Esso Standard Oil Co, 
National Safety Council /Alfred P. Sloan Award 

the publi 

e/Public Service Award for safety 

promoting highway safety 


1957 Advertising Associatior 

California Packing Corp. 
1957 Better Copy Contest ol Publil Jl I 

libition/Award of Excellence for TV commercial 
ts Competition/Honorable Mention for magazine 

rectors Club of Cleveland /5 First Awards, 8 Merit A 

Anchor-Hocking Glass Corp. 

The Cleveland Electric Illuminating Co. 

Lima tailoring Co. 

The Mead Corporation 

The Oh, a Hell Teh phone Co. 

The Standard Oil Co. (Ohio) - 
deas for Home Builders Contest. The Producers' Co 

II ,sh„, /house Electric Corp. 

:. Certificate of Merit 

SPONSOR INDEX continued. 

Publicity and Promotion 

Admen can get merchandising support — J. Len- 
n.itil. Mogul 

Newsmaker: Kenneth C. Ciflord, Schick, Inc. 

How the gas industry markets a new identity. 

American Gas Association 
How to promote a larger audience for your show _ 
What is station merchandising? — Carl H. Vogt __ 

"Pr with ad tools."' Aluminium Ltd., Canada 

Does it pay to merchandise a show today? QBA 
Sponsor asks: How can stations improve their na- 
tional promotion? 
BPA survey: how station promotion directors see 


Are salesmen audience builders? Nationwide Ins. 
Sponsor asks: Can publicity save a wavering tv 

13 July p. 44 

10 Aug. p. 5 

17 Aug. p. 35 

7 Sept. p. 42 

21 Sept. p. 41 

19 Oct. p. 37 

26 Oct. p. 42 

2 Nov. p. 94 

16 Nov. 



7 Dec. 



14 Dec. 




Spot radio solves marketing jigsaw puzzle. Bene- 
ficial Finance Co. _. 

Behind radio's fabulous comeback: Csida 

Are lower rates the answer to night spot radio? ... 
Radio Basics/July 

Why Hollywood turned to radio ._. 

Volvo goes national with spot radio 

Top fall trends from sponsor's Tv/Radio Basics ... 
Why should I buy spot radio? (John Blair pres- 
How to make every radio dollar work like ten? 

North American Van Lines ... 

Radio Basics/August 

Movie-men don't know how to use radio. Gordon 

McLendon, KLIF 

Is radio a primary medium? Good Humor 
Sponsor asks: What are trends in tv/radio premium 

offers this fall? 

Nighttime radio's star is rising 

Radio Basics September 

Sponsor asks: What are important trends in tran- 
scription services? 

Where 87% of spot buys are made. SRA gives a 

% breakdown for four cities _ 

What is station merchandising? 

Radio in transition: the saturation medium 

BBDO gives radio a comeback luncheon 

PGW's Univac makes buying spot radio/tv easier 

The funny radio commercial, circa 1930 

Does radio follow customers to suburbia? National 

Shoes _ 

Radio Basics/ October 

Cluck your commercial against radio's best 

N«-uro radio: dangers amid opportunity 

Webster can't do it all (Product personality: tv vs. 

radio) : Foreman 

Spanish-language radio: why it is growing fast ... 
Could (tv and) radio clip a business dip? What 

ten companies will do next 
Radio in transition: Can new e.t.'s replace the 

local personality? . _ 

Radio Basics/November 

Sponsor asks: How did you create your prize win- 
ning radio commercial? 
RTES seminar: spot radio's pioneer days 
Semantic differential: new station yardstick 
(WBC's psychological word association test) ... 

6 July 



13 July 



13 July 



20 July 



27 July 



27 July 



27 July 



27 July 



3 Aug. 



17 Aug. 



24 Aug. 



31 Aug. 



31 Aug. 



14 Sept. 



14 Sept. 



14 Sept. 



21 Sept. 



21 Sept. 



28 Sept. 



5 Oct. 



12 Oct. 



12 Oct. 



12 Oct. 



12 Oct. 



19 Oct. 



19 Oct. 



26 Oct. 



26 Oct. 



9 Nov. 



9 Nov. 



9 Nov. 



9 Nov. 



16 Nov. 



23 Nov. 



Spot radio's first $200 million year? _ 30 Nov. p. 

Why Whitman (candy) joined spot radio 30 Nov. p. 

Radio super-saturation vs. full page newspaper 

ads. (H-R project along with Pulse) 7 Dec. p. 

Radio Basics/December 7 Dec. p. 

New spot radio rate estimator (Katz Agency) 14 Dec. p. 

Nighttime radio: progress roundup, outlook— 1958 21 Dec. p. 
The impact of station personality: Csida (CBS 

Radio Motivation Analysis, Inc.) _. ...... 28 Dec. p. 

Tv/Radio Year End Report 28 Dec. p. 

New Year's resolutions — for the other guy. 

sponsor polls radio (and tv) people _ 28 Dec. p. 

Radio Results: annual roundup of best campaigns 28 Dec. p. 


Is tv viewing off in summer? H-R research project 

backed by ARB 6 July p. 

Inside Dr. Dichter, profile 3 Aug. p. 

Newsmaker: Arthur C. Nielsen, Jr., A. C. Nielsen 17 Aug. p. 

Are clients ducking the 15% on tv packages? ANA 

survey _ _ 31 Aug. p. 

Where 87% of all spot buys are made. SRA gives 

a % breakdown for four cities 21 Sept. p. 

Can you tell your Nielsen from Trendex? 21 Sept. p. 

Depth studies (1) feature film, (2) spot ratings .. 5 Oct. p. 

PGW's Univac makes buying spot tv/radio easier 12 Oct. p. 

Sponsor asks: How do writers use research in cre- 
ating commercials? 19 Oct. p. 

The Frey Report: will agencies fight hard? 26 Oct. p. 

Newsmaker: Sid Roslow (Pulse) ...... 2 Nov. p. 

BPA — ideas at work. Second annual convention ... 2 Nov. p. 

AT&T: science at work in air media planning 9 Nov. p. 

BPA: picture highlights of second annual conven- 
tion 9 Nov. p. 

BPA survey: how station promotion directors see 

themselves _ ._ 16 Nov. p. 

Newsmaker: Dr. Wallace H. Wulfeck, ARF 23 Nov. p. 

Let's stop rating jitters: Foreman ... 23 Nov. p. 

Rating madness 23 Nov. p. 

Semantic differential: new station yardstick. WBC's 

psychological word association test 23 Nov. p. 

Daytime tv documents its case. NBC-TV study .... 30 Nov. p. 

James Vicary: subliminal Svengali? .... 30 Nov. p. 

Sponsor asks: What are air media's biggest re- 
search needs? 30 Nov. p. 

Videotown after 10 years. C&W's 1957 report 7 Dec. p. 

Radio super-saturation vs. full page newspaper ads. 

H-R project along with Pulse ...... 7 Dec. p. 

New spot radio rate estimator (Katz Agency) 14 Dec. p. 

Do we need more program research: Foreman 21 Dec. p. 

Ratings while you wait. New ARB system— Arbi- 

tron ._. 21 Dec. p. 

Motivational St. Nick at the agency Xmas party 

(one-act play) - -_. 21 Dec. p. 

The impact of a station's personality: Csida 

(CBS Radio-Motivation Analysis, Inc.) 28 Dec. p. 

Special Issues and Sections 

Top fall trends from sponsor's Tv/Radio Basics 27 July p. 
Seventh annual Canadian Radio and Tv Report: 

1957 24 Aug. p. 

The Canadian market 24 Aug. p. 

A radio-tv director looks at Canada 24 Aug. p. 

25 JANUARY 1958 

Key buying trends in radio-tv 

Profile of Canadian radio 

Profile of Canadian tv 

Canadian Radio Basics _ 

Canadian Tv Basics _ 

Sixth annual Negro Market Supplement 

Negro market: why buyers are looking twice .... 
Agency analysis: admen tell why, how they buy 

Negro radio 

Case histories: stations report sales and audi- 
ence results _— 

Negro-appeal stations: they work with and sell 

the community _ 

Negro population basics 

National advertisers 

Negro station profile 

Negro radio stations — 

sponsor's first annual Tv and Radio Trade Paper 

Advertising Awards 

Why sponsor launched awards — and who won 

Analysis of tv and radio ads from awards judges 
The winners in 14 categories 

Sixth annual Farm Radio and Tv Section: 1957 

Farm market: there's a $37 billion market on 

those farms _ 

Farm air audience: when it tunes and what it 

Farm director: key figure in farm radio and tv 

Farm radio is being rediscovered, too 

NATRFD seeks higher standards 

Cross-section of farm radio stations 

Cross-section of farm tv stations 

sponsor's annual Radio Results 

24 Aug. p. 43 

24 Aug. p. 44 

24 Aug. p. 44 

24 Aug. p. 46 

24 Aug. p. 52 
28 Sept. 

28 Sept. p. 3 

28 Sept. p. 6 

28 Sept. p. 8 

28 Sept. p. 10 

28 Sept. p. 13 

28 Sept. p. 17 

28 Sept. p. 18 

28 Sept. p. 28 

5 Oct. p. 37 

5 Oct. p. 38 

5 Oct. p. 41 

5 Oct. p. 44 

2 Nov. p. 47 

2 Nov. p. 48 

2 Nov. p. 50 

2 Nov. p. 52 

2 Nov. p. 56 

2 Nov. p. 59 

2 Nov. p. 64 

2 Nov. p. 70 

28 Dec. p. 35 

Annual Tv Results appear in 4 Jan. 1958 issue 


Guarding a $7,000,000 tv investment : Helene Curtis 6 July p. 27 

Is tv viewing off in the summer? 6 July p. 36 

Tv Basics/July 6 July p. 39 

Newsmaker: W. D. (Dub) Rogers, Television Pio- 
neers _ 13 July p. 4 

Ohio bank breaks precedents in tv campaign 13 July p. 36 

How to write commercials with a camera. Stan 

Lomas, MacManus, J & A tv expert 13 July p. 39 

Excitement in Alaskan tv: Foreman 20 July p. 18 

Top fall trends from sponsor's Tv/Radio Basics... 27 July p. 37 

The one-shot in tv advertising: Foreman _ 3 Aug. p. 18 

Tv: the marketing medium 3 Aug. p. 27 

Tv Basics/ August 3 Aug. p. 47 

Sponsor asks: Do many packages still need to be 

redesigned for tv? 3 Aug. p. 64 

Barter: how big, how bold, how bad for tv? 10 Aug. p. 29 

How Prudential insures full value from net tv 10 Aug. p. 32 

The Mike Wallace moral: Foreman ....... _ 17 Aug. p. 18 

Is tv soft compared to other media? 17 Aug. p. 29 

How the gas industry markets a new identity on 

tv. American Gas Association 17 Aug. p. 35 

Spot tv running life ahead of 1956 17 Aug. p. 39 

Follow-through for tv sales success. Proctor Elec. 24 Aug. p. 30 

Are clients ducking the 15% on tv packages? 31 Aug. p. 31 

Can tv sell after midnight? Oldsmobile 31 Aug. p. 38 

How tv spans Armour's split marketing personality 31 Aug. p. 41 

Tv Basics/September 31 Aug. p. 63 

Sponsor asks: What are the trends in tv/radio 

premium offers this fall? 31 Aug. p. 72 

When should you drop a weak tv show? 7 Sept. p. 33 

Daytime tv outpulls all media for Lyon Van Lines 7 Sept. p. 36 
The softy set. (West coast show, Pet Exchange, 

aimed at pet lovers) 7 Sept. p. 46 

Is a client revolt against tv costs brewing? 14 Sept. p. 33 

14 Sept. p. 38 

21 Sept. p. 18 

21 Sept. p. 31 

21 Sept. p. 34 

21 Sept. p. 41 

28 Sept. p. 34 

28 Sept. p. 37 

12 Oct. p. 20 

12 Oct. p. 34 

19 Oct. p. 18 

19 Oct. p. 31 

19 Oct. p. 37 


How tv licked a winter sales slump. (National 
Paint & Varnish, Los Angeles) 

Jack Paar vs. feature film: Csida _ 

Is tv behind the urge to merge? 

Where spot buys are made. SRA gives a % 
breakdown for four cities 

What is station merchandising? 

Will tv get its own "bureau of circulation"? 
NARTB's study 

Tv Basics/October 

Why we need tv account execs: Foreman 

PGW's Univac makes buying spot radio/tv easier 

How to "catch" an audience: Csida 

Ignore tv barbs from critics 

Pr via tv. Aluminium Ltd. sponsors Omnibus 

Webster can't do it all. (Product personality: tv 
vs. radio) : Foreman 

Will Catholic church screen programing? 

Tv Basics/November 

Can U. S. tv exist half- free? 

Dichter on Dracula: the horror cycle 

Tv tune-in ads — a critique: Foreman 

Could tv (and radio) clip a business dip? What 
ten companies will do next 

Westward ho the ratings: Csida 

Where does spot tv go from here? Spot tv's own 
marketing revolution 

What the space age means to sponsors. (Will Sput- 
nik spark science fiction?) 

Should a $70,000 spender put it all in tv? Amsco 
Sponge Cloth 

Let's stop ratings jitters: Foreman .... 

Tv Basics/December 

The price of temperament: Csida 

What Lysol learned about day vs. night tv . 

Daytime tv documents its case. (NBC-TV study).... 

Are your salesmen audience builders? Nation- 
wide Insurance sponsors Mama 

Videotown after ten years. C&W's 1957 report 

Sponsor asks: How do your readers react to the 

tv season? _ 7 Dec. p. 52 

Don't write off tv's new music shows: Csida 14 Dec. p. 20 

Sponsor asks: Can publicity save a wavering tv 

show? 14 Dec. p. 42 

Next year's tv costs 21 Dec. p. 23 

This utility (Western Mass. Electric) buys local, 

live tv for $178 a show 21 Dec. p. 28 

Tv Basics/January __ 21 Dec. p. 37 


Timebuyers rates the reps (part two) 13 July p. 42 

Timebuyers take "see-for-yourself" tour. WSTV- 

TV Steubenville, Ohio 20 July p. 32 

Sponsor asks: What is there about your market 
which a buyer has to see personally to under- 
stand? 20 July p. 44 

Sponsor asks: What is there about your market 
which a buyer has to see personally to under- 
stand? (cont'd.) 27 July p. 50 

Timebuyers of the U. S. (part two) 3 Aug. p. 37 

Timebuyers of the U. S. (part three) 10 Aug. p. 40 

Strictly by the numbers: a play on timebuying 10 Aug. p. 36 

Timebuyers of the U. S. (part four) 17 Aug. p. 41 

Reps rate the timebuyers 24 Aug. p. 27 

Timebuyers of the U. S. (part five) 24 Aug. p. 78 

Timebuyers of the U. S. (part six) _. 31 Aug. p. 45 

What to watch for when buying music and news 7 Sept. p. 38 

Timebuyers don't want rate deals 12 Oct. p. 31 

Spot buyers: 1957 3rd quarter. (Top 100 spot tv 

advertisers) 16 Nov. p. 48 

26 Oct. 

26 Oct. p. 38 

26 Oct. p. 57 

2 Nov. p. 37 

2 Nov. p. 43 

9 Nov. p. 16 

9 Nov. p. 28 

16 Nov. p. 18 

16 Nov. p. 35 

16 Nov. p. 38 

16 Nov. p. 46 

23 Nov. p. 20 

23 Nov. p. 45 

30 Nov. p. 16 

30 Nov. p. 34 

30 Nov. p. 37 

7 Dec. p. 32 

7 Dec. p. 35 


National and regional spot buys 
in work now or recently completed 


6)5 to Midnite 

• • . your best radio buy in 
Rochester, N. Y. 

*W A^ D ' 


hear ye 

More listeners hear 

than the other three city 
stations combined 




International Latex Corp., New York, is preparing a test campaign 
in 10 markets for its Playtex rubber gloves. The markets are widely 
scattered so test results will be representative of the entire country. 
If the test is successful, the advertiser will initiate a major campaign 
later this year. The schedule starts in late January; minute e.t.'s are 
being placed, saturation frequencies. Buyer: Tim O'Leary. Agency: 
Reach. McClinton & Co. (Agency declined to comment.) 

National Biscuit Co., New York, has designed a new package for 
its Premium Saltines and is introducing it with a spot campaign in 
various markets; food store newspaper advertising runs concurrently. 
The schedule starts in February, with daytime minutes, Monday 
through Saturday. Buyers: Sal Agovino and Ted Kelly. Agency: 
McCann-Erickson, Inc.. New York. (Agency declined to comment.) 

Maiden Form Brassiere Co., New York, is purchasing schedules 
for its brassiere line. The campaign starts in early February for 13 
weeks. Minute announcements, Monday through Friday, are being 
placed; frequency varies from market to market. Buyer: Renee 
Ponik. Agency: Norman, Craig & Kummel, Inc., New York. (Agency 
declined to comment.) 

J. H. Filbert, Inc., Baltimore, is scheduling announcements in 35-40 
markets for its margarine. Schedule: late January through mid- 
March. Mostly daytime minutes, with some nighttime spots, are 
being slotted. Frequencies depend upon the market. Buyer: Tom 
O'Dey. Agency: SSCB, New York. (Agency declined to comment.) 


Chesebrough-Pond's, Inc., New York, is entering a number of 
markets for its Valcream hair preparation for men. The advertiser 
is using sports programs and announcements, with the pattern de- 
pending upon the market. Buyer: Ethel Weider. (Agency declined 
to comment.) 


Greyhound, Chicago, is scheduling announcements in both rad 
and tv to promote its bus travel. In radio, a 13-week campaign 
40 markets is being run. In tv, a 10-week West Coast campaign 
slotted starting 30 March. Frequencies vary from market to market. 
Buyer: Tom Reiley. Agency: Grey Advertising, New York. (Agency 
declined to comment.) 

Bristol-Myers Co., New York, is scheduling announcements in 
Southern markets for its Vitalis hair preparation; the campaign runs 
for 13 weeks. Live minutes are being slotted during early morning 
and late afternoon segments, with a male audience in mind. Fre- 
quency depends upon the market. Buyer: Sam Vitt. Agency: Doher- 
ty, Clifford, Steers & Shenfield, New York. 


Capsule case histories of successful 
local and regional television campaigns 



SPONSOR: Britain's AGENCY: Direct 

Capsule case history: Although Brittain's, one of the 
Soutb's leading children's department stores, had had little 
experience with the television medium, they turned most of 
their advertising budget to WRAL-TV during the months of 
March and April; only a small amount was channeled to 
other media. The results well justified the expenditure. 
After reviewing the business volume for these two months, 
thev netted an 18.4% increase over the same period of 
1956, and total sales exceeded any April and March in 
Brittain's history. After conferring with WRAL-TV's sales 
manager, Mr. Sam Mobley, manager of the Raleigh store, 
bought one announcement on Thursdays in Popeye, at 
which time a pair of children's shoes were shown. The 
total cost was only $210. Mobley was so impressed with the 
sales results that they have been running schedules since then 
with tremendous success. "We do not know of any other 
media that could have done the job so well as television," 
commented Mobley. "It sells our lines with consistency." 


SPONSOR: Foremost Dairies AGENCY: Dave Bennett & Assoc. 

Capsule case history: Beginning in September and 
running through November 1957, Foremost Dairies of La 
Feria, Texas, ran one announcement in Steve Donovan 
Western Marshall, Saturday mornings from 10:30 to 11:00, 
on KGBT-TV. Harlingen. Texas. Youngsters were asked to 
cut the "F's ' from the Foremost products, and send them 
to KGBT-TV. Some products have larger "F's" than others 
and are priced higher. Points were assigned according to 
the letter size and three prizes were offered for those send- 
ing in the most points: a bicycle, portable radio and a 
badminton set. The results: Over a quarter of a million 
Foremost labels were received from all sections of the Rio 
Grande Valley and surrounding area. Foremost Dairies 
reported a 10% increase in milk sales in the Valley alone; 
figures on other Foremost products also showed a marked 
increase. "Tv is the most powerful advertising medium I 
have ever seen," remarked John White, owner of the Fore- 
most dealership. "We plan to increase our tv schedules." 

WRAL-TV, Raleigh, N. C. 

PURCHASE: Announcements KGBT-TV, Harlingei 

PURCHASE: Announcements 


SPONSOR: Avon Cosmetics AGENCY: Direct 

Capsule case history: Helen Church, supervisor for Avon 
Representatives in 16 mid-Missouri counties, purchased five 
spots a week on KOMU-TV, Columbia, Mo. These were 
scheduled to precede "Campaign Fifteen," a three-week 
intensive sales drive for Avon Representatives. The spots 
ran adjacent to various NBC programing throughout the 
day; two were in Queen For A Day, and one in Matinee 
Theatre. The cost was $80 on the station's five-plan. When 
Avon's drive was over, representatives of the 16-county 
district had experienced a 50% sales increase over the same 
period last year. Women in the area were actually waiting 
for an Avon saleswoman to call, some of the representatives 
reported. Because of heavy sales, Helen Church renewed 
this schedule on KOMU-TV. Although some of the increase 
was due to natural growth, she credits the major portion of 
the campaign's success to tv. "On all sides I hear glowing 
reports of the impact of tv on our customers," she says. 

KOMU-TV, Colm 

, Mo. 


SPONSOR: Judd Drugs AGENCY: Direct 

Capsule case history: Before Judd Drugs, a medium-sized, 
Midwestern drug chain, used tv they were skeptical of its 
pulling power; now it is a must in their advertising budget. 
Their first experience on tv was with WSJV-TV, South 
Bend, Ind. Charles Judd, president of Judd Drugs, pur- 
chased full sponsorship of a half-hour syndicated film to 
be shown on Friday nights from 10:00 to 10:30 p.m. In 
order to really test the strength of tv advertising, Judd 
offered hostess tables at $1.99 each. He used just one an- 
nouncement in his show. By the end of Saturday morning 
he had distributed five dozen tables in his five stores, includ- 
ing those in Goshen and Warsaw. In addition, it was the 
biggest single Saturday morning gross they had ever known 
in the same period of any year. Traffic in other sections of 
Judd's stores increased also due to this one announcement. 
"We are more than pleased with the results of our experi- 
ment," says Judd, "and are preparing a new tv campaign." 
WSJV-TV, South Bend, Ind. PURCHASE: Program 





fKD V ELfl I / ofcfl f Wom) rfo ISo-Cal and its agency, Paris 
tV: Peart, account for the biggest ISeiv York sales jump in 
No-Cal history? They credit Spot Television on WRCA-TV. 

No-Cal Board Chairman Hyman Kirsch says. "Spot TV . . . because 
its high frequency at low cost makes a full saturation campaign finan- 
cially feasible. And Spot's selectivity allows us to concentrate that 
campaign on our prime sales target — the figure-conscious housewife." 

"WRCA-TV," continues Mr. Kirsch. ". . . first, because it commands 
such a healthy chunk of the New York audience. Secondly, because 
it offers an economical saturation schedule of good availabilities. 
And finally, because the station backs our 30-spots-per-week, around 

the clock campaign with a complete merchandising and pr< 
program — the headline-making Miss No-Cal Contest." 
Does Spot Television on WRCA-TV deliver? "Actual sales' 
are confidential," says Mr. Kirsch, "but No-Cal is devoting 
share of a larger advertising budget to Spot TV. Not only 
signed for an increased Spot schedule on WRCA-TV, and r 
our sponsorship of the Miss No-Cal Contest for 1958, but weeals 
expanded our Spot TV campaign into the Philadelphia maist 

Seated, left to right: No-Cal Corporation officials: Lee Kirschffra 
urer; Hyman Kirsch, Chairman of the Board; Morris Kirsch, Piridn 
Standing, left to right: Donald C. Porteous, TV-Radio Directo P<" 
& Peart; Max Buck, Director of Sales, WRCA-TV; Ed Kene.-k,"] 
Spot Sales Representative, NBC Spot Sales. 

L 1 





\\i Wl 


r^Wf*pr& M i 

' * * I »f. : 



■' -vl 

m > >'* 

■41 *lfcjfo 

■ ■ A I LC. ft T Joseph Reich, Grand Union Supermarket 
i iger in W / hite Plains says, "Judging from the additional 
jHfrer o/ cases we're been moving, ISo-Cal sales have in- 
eted appreciably in recent weefcs." 

1 ''lers and advertisers alike are convinced that No-Cal's use of 
" (j Television pays off right down the line. They know first-hand 
»• adjacencies to the great NBC entertainment lineup and the top 
-, programs and personalities can do for advertisers who buy 
pilules on the television stations represented by NBC Spot Sales. 
MO right: Joseph Reich, Grand Union Supermarket Manager, White 
A Shopping Center, New York; Joe Murphy, Merchandising Man- 
« !fRCA-TV; Irving Ehrlich, Sales Manager, No-Cal Corporation. 

L 2s 











A pictorial review of local 
and national industry events 


Stop fee tv campaign bj Michiga 
is climaxed in Washington with deli 
cross -o unti j house traili 
- to Rep. Our,, Hani-. Chairman of Housi 

entry won! For telling why she bought radio time on Som- 
Network, Rose Marie Vitanza, timebuyer, Carl S. Brown, won 
prize: 10 day all-expense trip to Mexico City, Acapulco. 
ill O'Connell, exec, director, Sombrero, tells the good news 

Commercial wins citation for public service advertising on TV. Y. 
Times station WOXR. I. Delancy (2nd 1.) advertising manager, 
Sinclaii Refining Co. and K. Girdler (3rd 1.) dir. of p.r. and adver- 
tising, Sinclaii Oil Corp. are given aw. ml l>> E. Sanger (2nd r.) exec. 
v.|... WQXK and Nf. McGee (r.) v.p. in charge of sal,-. WQXR. Left, 
S. Morey, pres., Morey, Humm & Warwick, N. Y., Sinclair's agency 

Rear seat viewing 

uto set developed by 
of General Motors 

Poodles are prizes 

in KYW-TV, Cleveland's contest to boost 
of MGM movies. Station personality Big 
the prizes offered to the three best entries of 
plaining favorite MGM scene caught on KYW-TV 


News and Idea 


Philip Morris assured Consumers 
Reports that it didn't mean to of- 
fend when if referred in news- 
paper ads to what CR had to say 
about the new Parliament. 

CR publicly threatened to bring suit 
against PM. 

The New York Yankees for their 
1958 season have scheduled the 
heaviest tv coverage so far — 140 
home and road games totaling 
some 400 viewing hours for New 
York area fans. 

Ballantine and R. J. Reynolds will 
pick up the tab as in past years. 

New product ranks bulged a bit 
this week with additions by two 
major advertisers and the return 
of an old name to the marketing 

The newcomers: 

• Self, a home permanent by Gil- 
lette, introduces a new feature in that 
line. Waving is done by end papers 
which eliminate the need for dripping 
lotions. Spot TV will be used. 

• A new smudge-proof ink for ball 
point pens by W. A. Sheaffer. 

• Ingram, an old name in shaving 
creams, is back under the management 
of The Ingram Menthol Co., which ac- 
quired the Ingram name and good will 
from Bristol-Myers. 

Radio and tv spot campaigns will be 
used later in the year. 

American Cyanamid has commis- 
sioned the first nationally syndi- 
cated tv newsreel designed for a 
farm audience. 

Produced by Cunningham & Walsh, 
the 15-minute program will appear for 
13 weeks on 62 stations. Sponsorship 
will be on behalf of Aureomycin, an 
antibiotic used as a feed supplement 
and as a medicant to control livestock 



J. Davis Danforth, BBDO execu- 
tive v.p., believes that despite the 
changes in an agency's functions 
nothing will take the place of a 
good creative idea. 

He expressed this view before an 
American Marketing Association panel 
on the role of the modern ad agency 
in launching new products. 

Said Davis : "Someone has remarked 
that 10 years from now advertising 
agencies will no longer be called 'ad- 
vertising agencies.' They may be re- 
ferred to as 'marketing agencies.' 
There will never, in my opinion, be any 
question that an advertising agency's 
primary job is to create the basic theme 
that will sell a product to the con- 

Some interesting quotes from Dan- 
forth's panel statements: 

"In one national supermarket chain 
a record was kept over a 16-month pe- 
riod of new products presented to the 

"It was found that in this period of 
time 10,000 new items were offered. 

"Of this number 1,430 got as far as 
the buying committee (of the chain) 
and only 370 were accepted for either 
test distribution or across-the-board 

"In other words, only a little over 
3% of all new products presented to 
the chain ever got on the shelf." 

Added Danforth: "Considering that 
this is just one supermarket chain, im- 
agine how many thousands of new 
products are submitted to drug chains, 
variety stores, appliance dealers and 
other types of retail buying groups. 
This has been the reason for the evo- 
lution in the advertising agency busi- 

In other words, it is important that 
the agencies cooperate in every facet 
in the development of a new product — 
or in the over-all marketing effort. 

Merger : Sven Thornblad Sales En- 
gineering Co., New York agency, 
and F. P. Walther, Jr., and Associ- 

Cost per thousand? 


You get nearly 


(combined radio and visual) 

Entire Boston Market 




ist time anywhere - 

the greatest 
merchandising plan 

Saturation Radio 


Full Color 

Subway Posters 

throughout entire greater Boston 
Transit System — multiple post- 
ings in all 62 subway & elevated 

For full details, contact 

National representatives for 


Boston's "950 CLUB" station 

950 on every dial 


ates, Inc., Boston agency, have 
combined their Bervices and facil- 

The name of the Boston agency and 
the present offices of both organiza- 
tions have been retained under the 

Publicis Corp.. U. S. affiliate of 
Publicis. S.A., Paris ad agency, has 
opened offices in Radio City, N. Y. 

National Advertising Agency Net- 
work will hold its 27th Annual 
Management Conference 2-6 June 
at Montebello, Canada. 

Wilson & Co., Chicago meat pack- 
ers, has started its search for an 
agency to take over its ham, ba- 
con, sausage, canned meats and 
Jane Wilson products. 

The account, whose budget is esti- 
mated at over $1,000,000 a year, was 
resigned recently by Needham, Louis 
& Brorby. 

Agency appointments : McCann- 
Erickson for the Adler Co., Cincin- 
nati sock manufacturers . . . Charles 
F. Hutchinson, Inc., Boston, for 

Briggs-Maroney Co., manufacturers of 

1. w. ? ? 


Wenatchee, Wash. 


You Get It With 



$100 Reward 

Mail answer to 
KPQ, Wenatchee, Wash. 

Natl Reps: F0RJ0E & CO., INC. 
Seattle, Portland Reps: ART MOORE & ASSOC. 
Natl Sales: Pat O'Halloran, KPQ, Wenatchee 
NOrmandy 3-5121 

paint products. Spring and fall cam- 
paigns will use radio. 

Recent officer elections at Calkins 
and Holden: 

Robert D. Morgan, v.p. and direc- 
tor of marketing; Frank J. Harvey, 
treasurer: Walter B. Geoghegan, di- 

They're on new assignments: H. 
H. "Dobby" Dobberteen, v.p. in 
charge of media for Warwick & Leg- 
ler . . . Edward C. Fieri, Jr., super- 
visor of spot broadcasting and telecast- 
ing for BBDO . . . Alan D. Lehmann, 
to Flagler Advertising, Buffalo, as v.p. 
. . . John T. Wheeler, account execu- 
tive on the Chrysler Division account 
for Ross Roy, Detroit . . . Russell 
Fradkin, to Cole, Fischer & Rogow as 
v.p., account supervisor and executive 
plans board member. Formerly presi- 
dent and founder of Fradkin Adver- 
tising, he will handle all his previous 
accounts from his new position . . . 
Lawrence G. Stark, marketing direc- 
tor of Honig-Cooper . . . Bernard Gil- 
wit, art director for Kenyon & Eck- 
hardt . . . Warren B. Wiethaupt, me- 
dia group supervisor; Donald W. Os- 
ten, chief space buyer; and Daniel C. 
Roberts, research group supervisor in 
charge of farm group accounts for 
Gardner Advertising, St. Louis . . . 
Cynthia Scott, director of public re- 
lations for Herbert Baker Advertising, 
Chicago . . . Ralph E. Combes, p.r. 
director for Ackerman, Associates, Ok- 
lahoma City . . . Marion MacDonald, 
copywriter for Dancer-Fitzgerald-Sam- 
ple .. . Milton S. Samuels, to Gor- 
don Best Co., Chicago, as v.p. . . . John 
Wolff, production assistant; Jo Zim- 
merman, media assistant and Gail 
Lynn Michaels, assistant in the radio- 
tv department at Grant Advertising, 
Chicago . . . Christian Valentine, 
Jr., director of tv-radio commercial 
production department for McCann- 
Erickson . . . John A. Garber, ac- 
count supervisor on the Halo account 
for D'Arcy . . . Nat Lazar, account 
executive for The Shaller-Rubin Co., 
New York . . . Don Grady, copywriter 
for William Esty. 


Pall Mall this week became the 
third co-sponsor of Wagon Train. 

The brand also co-sponsors Wells 
Fargo on the same network (NBC TV) . 
Agency: SSC&B. 


Other new network business: 

On ABC TV: Carter Products for its 
Arrid Cream Deodorant, America) 
Bandstand, Thursdays; The Crackei 
Jack Co., a participating sponsor oi 
Lone Ranger, Sundays beg 
March ; Joe Lowe Corp., a weekly par- 
ticipation in Lone Ranger, beginning 
25 May and three participations in 
American Bandstand during June and 

CBS Radio reports a half million 
dollars in new business contracted for. 

The sponsors: Kiplinger's Changing 
Times magazine, Charles Pfizer for 
Candettes lozenges, Hearst's Good 
Housekeeping magazine, and Dodge 
Division of Chrysler Corporation. 

Appointed by NBC this week: Wal- 
ter D. Scott, formerly v.p., national 
sales manager for NBC Television 
Sales, now v.p. television network sales 
. . . Don Durgin, formerly v.p., sales 
planning, now v.p, national sales man- 
ager . . . Dean Shaffner, formerly di- 
rector of sales planning, now v.p., sales 
planning . . . Edward Stanley, direc- 
tor of public affairs. 

Other personnel items: Jerome B. 
Golden, secretary and general counsel 
for AB-PT . . . Selig J. Seligman, 

general manager of KABC-TV, elected 
v.p. of ABC . . . Alice Stamatis, di- 
rector of sales service for ABC-TV . . . 
Murray Grabhorn, formerly with 
ABN, now account executive for Mu- 
tual . . . Eugene Fitts, director of sta- 
tion services, a new department at 


How important the brewer has be- 
come to syndication is the theme 
of a statistical release this week by 
California National Productions. 

The findings are based on CNP con- 
tinuing through 1957. 
Relates this CNP release: 

• Beer companies account for 16% 
of all markets, topping every other item 
in the food category. 

• Twice as many big breweries are 
syndication buyers as small breweries. 

• Among the 29 brewers in the bil- 
lion-barrel class, 20 sponsored one or 
more NBC Television Films (now 
CPN) series. 

• Of the 80 largest brewers, 45 were 
syndicate film sponsors and 33% of 
all 318 breweries in the U.S. bought 
syndicated series. 


Relating this data to actual sales, 
CPN says that from '55-56, 73% of 
film series sponsors upped beer pro- 
duction, while 54% of the non-film 
users decreased their output. 

Transactions: WRCA-TV, New 

York, bought 140 post-1948 features 
from Republic . . . KNXT, L.A., con- 
tracted for Screen Gems' new group of 
112 features (Triple Crown) . . Trans- 
lux in a year-end report says it's sold 
the Encyclopaedia Britannica Films 
to 101 stations. 

Rating data: CPN states that the 
latest November ARB reports show 
Boots and Saddles topped Twenty-Six 
Men, Casey Jones and Honeymooners. 
Uso in some towns outscored To Tell 
The Truth, FaI Sullivan and the Gillette 
Fights . . . NTA, quoting from the 
same ARB reports, deposes that Sheriff 
of Cochise gained top attention in such 
markets as Atlanta, Cincinnati, Mem- 
phis, Birmingham, Richmond, San 
Diego, Fort Wayne and Nashville. 

Re new series : NTA is putting in- 
to production a new situation comedy 
series, How to Marry a Millionaire, 
with Lori Nelson, Mery Anders and 
Barbara Eden. Ben Feiner, Jr.. will 
produce . . . Screen Gems will distribute 
Herbert B. Leonard's Dial 116. Deals 
with the exploits of the L.A. Fire De- 
partment's rescue squad . . . Wayne 
King, the "Waltz King" of the 1930's, 
will do a half-hour syndicated series 
under the Filmcraft banner . . . TPA 
starts production on its New York Con- 
fidential series this week. There'll be 
39 episodes. 

Union NoSe: The Screen Direc- 
tors International Guild voted to 
put pressure on film producers for ac- 
ceptance as a collective bargaining 
agent. The job was assigned to the 
Guild's executive board. 

Strictly personnel: William 
Hooper joins the Chicago office of 
CBS TV Film Sales as account man 
. . . Berle Adams and Herb Rosen- 
thal are made directors of MCA TV 
Ltd. . . . Les Lobe, formerly with 
ABC Films, now with Ziv's New York 
sales division . . . Andrew Halmay, 
v.p. in charge of sales and client rela- 
tions, Wilbur Streech Productions . . . 
A. Frank Parton, Southwest division 
manager for Screen Gems out of Hous- 
ton. Covers Texas and Oklahoma. 

Foreign developments : Screen 
Gems' Rin Tin Tin, according to the 
BRI TV Index of Puerto Rico, reached 
220.260 viewers in the San Juan area, 
with a rating of 52.0, the second larg- 
est for December . . . Highway Patrol 
(Ziv) again showed up as London's 
No. 1 show in Tv Audience Measure- 
ment, England rating service, for the 
week ending 29 December . . . Ziv In- 
ternational has sold Sea Hunt in these 
foreign countries to date: England, W. 
Germany. Philippines, Japan, Australia, 
Puerto Rico, Cuba and Venezuela. 


The AFA has opened 1958 nomi- 
nations to its Advertising Hall of 
Fame, with the deadline set for 15 

Nominees are chosen from advertis- 
ing men and women who have ren- 
dered special service to the progress of 
advertising and who have been de- 
ceased two years at the time of elec- 

Radio set sales of 925,600 for No- 
vember, 1957, were up a quarter 
of a million over November, 1956, 

according to a report by Electronic 
Industries Association. 

NAB has prepared a 24-page book- 
let setting forth the contributions 
of free tv to broadcasting in the 

u. s. 

Titled "Free Television — How It 
Serves America," the booklet explains 
to the general public how tv works 
technically and how the American sys- 
tem of free tv came about. 

NAB has also mailed nearly 1,000 
kits of its promotional material 
for the observance of Farm Broad- 
casting Day to radio and tv sta- 
tions requesting it. 

1 February is the day set aside for 
the observance. 

The American Heart Association 

has opened its sixth annual Howard W. 
Blakeslee competition for outstanding 
reporting in the field of heart and 
blood vessel diseases. 

Selections are made from newspa- 
per and magazine articles, books, radio 
and tv programs and films. Awards 
carry a $500 honorarium, and entries 
must be submitted by 1 May. 

PI #W\ 



The people in the multi-billion dollar North Florida - South Georgia 
market demand Jack Paar for their course of entertainment . . . he's 
straight down the sales fairway with Tonight! 



A TV Channel 12 

™ ■ W Jacksonville, Flori 



The Marketing Division of the 
VM V \*ill hold 39 Bmall-group 
meetings in various cities from 
February to June as part of its 
spring seminar program. 

Close to 1,000 marketing men are 
expected to attend the workshops and 
instructional seminars. 

NAB's Third Annual Conferenee 
of State Association Presidents will 
be held 18-19 February at the 
Shoreham Hotel. Washington. 

BPA has named nine regional 
chairmen to serve on its 1958 
membership committee. 

Appointed to assist chairman How- 
ard Meagle of WWVA, Wheeling, W. 
Va., are James Kiss, WPEN, Philadel- 
phia; Ken McClure, WMBR, Jackson- 
ville, Fla.; Marian Annenberg. WDSU, 
New Orleans; Roy Pedersen, WDAY, 
Fargo, N. Dak.; Montez Tjaden, 
KWTV, Oklahoma City; Janet Byers, 
KYW, Cleveland; James Barker, 
KBTV, Denver; Edward Morrissey, 
KIMA, Yakima, Wash.; and Harvey M. 
Clarke, CFPL. Canada. 

RAB is mailing to its member sta- 
tions and networks the second in 
its advertiser testimonials on the 
effectiveness of radio. 

This one: "Radio: Grove's Prescrip- 
tion for Greater Sales." 


NBC TV resumed the rating tom- 
toms this week — to this effect: 

• NBC picked up first place in 
Nielsen's Multi-Network Area night- 
time ratings report for November. It's 
the first time NBC has led CBS since 
September, 1954. 

• NBC's average accumulative eve- 
ning ratings lead over CBS is 4%, and 
over ABC, 26',. A vear ago NBC 
trailed CBS by 22% and led ABC by 

NBC Spot Sales has put out a bro- 
chure highlighting the advantages 
of nighttime radio. 

Conducted bj Pulse in the New 
York, Chicago and San Francisco mar- 
kets, the Stud) ^lm\\>: 

1) A substantial nighttime radio 
audience exists. 

2) Nighttime radio cost-per-thou- 

sand is no higher and in many cases 
lower than morning radio. 

3) No differences in terms of qual- 
ity exist between nighttime and morn- 
ing radio audiences. 

How to use spot radio to build a 
cumulative audience fast is shown 
in the tenth of RAB's studies being 
i anicd on 1>\ Nielsen. The gist of the 

• Ten spots broadcast over a 12- 
hour period reach better than one-fifth 
of a market's radio homes more than 
twice each. 

• Thirty announcements broadcast 
over a 36-hour span will deliver more 
than one-third of all households nearly 
four times. 

Conclusion: the 30 announcement 
buy is both effective and economical 
for beefing up a campaign. 


KWK, St. Louis, went on a record 
smashing binge and from it gained 
much listener approval and news- 
paper space. 

After the management had decided 
to keep rock n' roll off the schedule as 
of 20 January, the station's d.j.'s broke 
each rock n' roll record over the air as 
the number was completed. 

Other St. Louis stations report be- 
Lng pelleted with mail urging adoption 
of the same policy. 

Reports on public service: 

• WQXR, New York, is present- 
ing four weekly seminars on the sub- 
ject "New York's New Approach to 
Juvenile Delinquency." The series will 
attempt to discover whether the city, 
which allots $30 million a year to fight 
delinquency, is spending its monej 

• hMOX. St. Louis, will broad- 
cast a weekly series featuring outstand- 
ing editorials in the area's newspapers. 

• KDAY, L.A., is supplementing 
its weathercasts with reports on at- 
mospheric radioactivity. 

• WPTR, Albany, N.Y., supple- 
ments its regular highway traffic re- 
ports by stationing four mobile car 
units at treacherous spots for on-the- 
scene reports. 

• WPOW, New York, on 21 Janu- 
ary began programing 8 hours weeklj 
in Spanish. The programs include 
news reports <>f the Spanish community 
and a husband and wife program. 

How tc 

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large objects made small ... 
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Daily to KiTE Than To 
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• WCCO, Minneapolis, is featur- 
ing the big events in Minnesota's his- 
lorj in a series of 12 broadcasts called 
Minnesota Milestones. 

• KTTV, L.A., will present Judge 
Elmer Doyle of the Domestic Relations 
Court in Divorce Court, a public serv- 
ice program designed to aid in curb- 
ing the increasing divorce rate in the 

• KDKA, Pittsburgh, is broad- 
casting the Air Force's CONELRAD 
signals for emergency warnings about 
weather conditions. 

• WRCA, IN'ew York, in coopera- 
tion with New York University, is pre- 
senting a weekly science series de- 
signed to acquaint listeners with new 
s< ientific achievements. 

What's happening on the music 

• The Philadelphia Orchestra 

with Eugene Ormandy will present the 
nation's first live series of stereophonic 
broadcasts over WFLN beginning 21 

Local contests and promotions: 

• KPHO, Phoenix, Ariz., is offer- 
ing its chief announcer Larry Bur- 
roughs as a baby sitter to the listener 
who best answers "Why I would like 
Larry Burroughs for a baby-sitter" in 
25 words or less. 

• WBBC, Flint, Michigan, pulled 
60,732 votes in its '"Teen Queen" con- 
test — more than have ever voted in any 
election in the historv of the countv. 

• WDGY, Minneapolis-St. Paul, 
is inviting listeners to send in slogans 
that describe the station. Samples so 
far: The station alive and alert, wheth- 
er you're washing clothes or digging 
dirt . . . None can tie WDGY ... The 
station with that certain SONGthing. 

• WEEP, Pittsburgh, asked for 
volunteers to go to the moon, drew 
150 takers, one of whom offered his 

• WNEW's Art Ford on Make Be- 
lieve Ballroom is asking listeners to 

I send in their listings of the 10 greatest 
record performances of all time. Prizes 
total ow-i 825.000. with winners to be 
announced in February. 

• WHYE, Roanoke, Va., is ask- 
ing listeners to send in any "thing" 
that they can get into an envelope. To 
date they've received 1500 "things" 
ranging from a dead grasshopper to a 
lock of Tab Hunter's hair. 

New affiliations: WSRS, Cleve- 

land, and WAMV. St. Louis, have 
signed with ABN. 

People: William A. Jones, promo- 
tion director for WSIX AM-TV, Nash- 
ville. Tenn. . . . Tom O'Brien, to 
the news staff of WINS, New York . . . 
Ned Sheridan, general manager, 
Clayton W. Eley, Jr., sales manager, 
and Lee Allan, WAVY announcer, for 
\^ A\ "i . Portsmouth, Va. . . . Merrie 
Lynn Junkin, director of promotion 
for KTLN. Denver, Col. . . . Guy 
Wadsworth, sales director for WAVI, 
Da\ ton, 0. . . . Carl Loose, promotion 
and merchandise manager for WBOY 
AM-TV. and Dick Huslead, manager 
of WBOY-AM, Clarksburg. W. Va. . . . 
Bernard F. Corson, Jr., program di- 
rector for WLS. Chicago . . . Joe H. 
Baker of KBON. Omaha, to the board 
of directors of Inland Broadcasting Co. 
. . . Charles L. Murn, station man- 
ager of WOKO, Albany, and a director 
of Governor Dongan Broadcasting 
Corp. . . . Charlie L. Getz, Jr., pub- 
licity director for KYW AM-TV. Cleve- 

Also appointed: Parker Smith, 
sales manager for WGRC, Louis\ille 
. . . Bernard E. Neary, managing di- 
rector for WGBS, Miami, Fla. . . . 
Bob Faselt, account executive for 
WNEW, New York ... Jeff York, lo- 
cal sales manager for XEAK. L.A. . . . 
Walter Hiles, sales manager for 
KS AN. San Francisco . . . C. Edward 
Little, g.m. of WGMA, Hollywood, 
Fla. . . . Rod Wolf, station manager, 
Carl Y. Coriell, sales manager. S. 
Carlton Avers, sales promotion man- 
ager, and Leo Hart, controller, for 
WRTA, Altoona. Pa V. Paul Pip- 
pert, farm reporter for WCMO, Kan- 
sas City. Mo. . . . Bob Cooper, pro- 
gram director for KGO, San Francisco, 
Cal. . . . Frank Taylor, to the sales 
staff of WKRC. Cincinnati, Ohio . . . 
Lee C. Hanson, merchandising and 
promotion manager for WKMH, Dear- 
born, Mich. . . . Joseph Wolfman. 
assistant to the vice president of KSON, 
San Diego . . . Ralph F. Glazer, ac- 
count executive for KSFO, San Fran- 
cisco . . . Joseph C. Winkler, com- 
mercial manager for WFLN, Philadel- 
phia . . . Al Bertaux. to the news staff 

of \\ \KK. Hagsrstown, Md layne 

Swain, station manager for \\ \kk. 
Atlanta. Ga. . . . Pe"er P. Theg, sta- 
tion manager for WILD. Boston . . . 
Thomas Whitley, acting station man- 
ager for WYDE, Birmingham, Ala. 

25 JANUARY 1951 


CBS station affiliates concluded 
their Washington conference on 
14 January with the adoption of 
resolutions opposing pay tv and 
the findings and recommendations 
of the Barrow report. 
Some of the conclusions: 

• Pay tv will offer no significantly 
different programing than free tv now 

• It will tend to black out free tv 
and siphon away its programs and 

• The public will lose in being 
forced to pay for what it now enjoys 

• Barrow report recommendations 
would greatly restrict and regulate tv 
broadcasting and would weaken affili- 
ates, networks and their relationship 
to the detriment of the American sys- 
tem of free tv broadcasting. 

(See page 29 for analysis of Barrow 
views on advertising.) 

WOR TV this week wrapped up 
the deal to telecast 78 Phillies 
games this season. 

The station formerly aired the Dodg- 
ers games. 

Efforts continue to be made on 
behalf of public interest to achieve 
the entry of tv cameras into court 
and Congressional hearings. 

• Representative F. Jay Nimtz of 
South Bend plans to introduce a meas- 
ure that will permit televising sessions 
of Congress and Congressional meet- 

• Stations WGBI and WDAU 
TV in Scranton, Pa., used a budgel 
controversy of wide-spread public i: 
terest to challenge the ban againsl 
microphones and cameras in the Lack 
wanna County courts. Judge T. Linus 
Hoban refused the stations' formal re- 
quest for permission to cover the hear- 
ings, but the stations' stand has elicited 
community support. 

Public service activities: 

• WTOP AM-TV, Washington, 

raised over $10,000 in its Christmas 
"Dollars for Orphans" fund drive, co- 
sponsored by the Junior Chamber of 

• WTMJ AM-TV, Milwaukee, 
through publicity on its programs 
helped raise $65,000 on behalf of the 
CARE Food Crusade. 

• WLW Cincinnati's Bob Braun 

-v~ & ^ 


VV * cf <? ^ # ^ / & 



DON'T get snowed under 
an avalanche of spots 





More listeners per $ too 

Dig out the facts and figures 

c/uek v pulse 

C/ieek V HOOPER 

/ */ / The 50 national advertisers 

1 y C/ieck wh ° n ° w indude wv fOL 


25 JANUARY 1958 

i~ already receiving contributions in 
his "Teens Against Polio" drive in the 
forthcoming L958 March of Dimes 

Equipment note: 

RCA has developed a production 

model t\ monitor for testing the qual- 
ity of color broadcasting in commer- 
cial and closed circuit operations. 

WGN-TV will be the first station able 
to tape record and phvj back color tele- 
casts when it receives deliver) in June 
of color conversion accessories for its 
Vmpex \ ideotape recorder. 

According to NSI: December gains 
lor WOK make it the only New York 
independent station to register a rat- 
ings increase during nighttime hours. 

Station merchandising activities: 

• WOOD-TV, Grand Rapids, 
Mich., and Hazeltine and Perkins 
Wholesale Drug Co.. have combined 
in-store merchandising with radio and 
tv advertising in a promotional cam- 

Display cases containing drug items 
and the line "Your best buvs are ad- 

vertised on WOOD Radio and WOOD- 
I \ appear in some 400 of the area's 
drug stores. 

• KRON-TV, San Francisco, is 
publishing a "Merchandising Report- 
er' to serve the local merchandising 
needs of network advertisers. It con- 
tains product news of NBC advertised 
products, program audience figures, 
and other data of interest to retailers. 

Tv tower notations: 

• WIS-TV, Columbia, S. C, has 

received authorization to build a 1522- 
foot tower 18 miles outside the city. 
It will be the tallest structure east of 
the Mississippi and increase station 
coverage 1>\ 85-' i . 


A framing guide, designed to 
standardize measurements for the 
art work for tv commercials, has 
been developed for the use of 
agencies and tv stations by the 
4A's and SRA. 

They are recommending that agen- 
cies and tv stations adopt the guide to 
eliminate some of the confusion and 
unnecessary delays. 


An example of station self-regula- 
tion: WGN-TV, Chicago, has reduced 
by one-third the number of commer- 
cial announcements it will carry on its 
feature film programs sponsored on a 
participation basis. 

In contrast to the tv code of the 
NAB, which allows one commercial 
announcement for every five minutes 
of programing, the station now carries 
commercial breaks at approximately 
15-minute intervals, as determined 1>\ 
the story line. 

The station feels the allowable num- 
ber of announcements is excessive for 
feature films because of the too-fre- 
quent interruption of the story line. 

Robert Lawrence Productions has 

established new animation facilities in 
its New York headquarters for the pro- 
duction of animated commercials. 

Animation, Inc., Hollywood, has 
been assigned by Needham, Louis & 
Brorby to produce three one-minute 
animated commercials for Household 

The firm also has completed two 
animated commercials for Kellogg's 

Corn Flakes. The spots utilize the 
Zerox technique, which achieves the 

effect of a child's drawing. 

The Rockmore Company, maker* 
of transcribed radio commercials, 
has found a new spot to carry its 

The label on the record carries a 
line designed to whet the sole interest 
of the announcer. One such message: 

Shamus Culhane has devised a new 
three-dimensional cartoon technique 
which combines reality effects with the 
appeal of cartoon characters. 

The technique employs such devices 
as textured stock, which lends cartoon 
clothing a realistic, textured quality, 
and live actors, shown in color against 
black and white modernistically-ani- 
mated backgrounds. 

Newly appointed: Peter H. Coop- 
er, manager of animation operations, 
and Glenn Botkin, production super- 
visor for Robert Lawrence Produc- 
tions, New York . . . Peter Del Negro, 
mid-western representative in the Chi- 
cago office of Playhouse Pictures, Hol- 


Stock market quotations: Follow- 
ing stocks in air media and related 
fields are listed each issue with quota- 
tions for Tuesday this week and Tues- 
da\ two weeks ago. Quotations sup- 
plied by Merrill Lynch. Pierce, Fenner 
and Beane. 



Stock 7 Jan. 

21 Jan. 

( liange 

New York Sti 



AB-PT 13% 


AT&T 168% 



Avco 6V 4 


+ ■"•, 

CBS "A" 26% 


7 - 

Columbia Pic. 13% 

13V 2 

— :! s 

Loew"s 14% 


— % 

Paramount 32M> 



RCA 34% 

34V 4 

+ % 

Storer 22% 



20th-Fox 23V 2 



Warner Bros. 17% 

17 % 

— % 

Westinghouse 63% 


American Stock Exchange 

Allied Artists 3% 


— \'s 

Assoc. Art. Prod. 8-% 


C&C Super i 7 d 


Dumont Labs. 3% 


+ 1 

Guild Films 2% 


\ 1 \ 6% 








(Continued from page 31) 

the competition will do it. And so on. 

all across the country." 

The end result, say the networks, 
would be a checkerboard of non-net- 
work shows that would make it im- 
possible for the chains to operate in 
the traditional manner. An advertiser 
would find it difficult to clear identical 
times on all stations. Local or spot 
bins expire eventually but with the 
checkerboard effect, expiration dates 
for any particular slot would vary. An 
advertiser with a film show might over- 
come this problem but an advertiser 
with a live show would have to fall 
back on kine or tape in a substantial 
number of markets and schedule the 
program at different times or not use 
the market until more desirable time 
can be cleared. 

The more difficult problem of clear- 
ing live shows has a number of as- 
pects. Aside from the fact that live tv 
is considered by many to be the gem 
in the network setting, live tv also 
means news, special events, sports, cul- 
tural programs and public service 
broadcasts. With some of these de- 
layed broadcasts are useless. 

But probably more important is the 
network's contention that the reduced 
income which would result from the 
loss of time to local and spot advertis- 
ing would not enable them to continue 
supporting programing of that nature. 
Furthermore, if live tv is driven off the 
networks through inability to clear 
across-the-board, what, ask the net- 
works, are the value of lines? If micro- 
wave relay and the coaxial cable are 
dispensed with, where is your net- 

The nature of network-affiliate con- 
tracts in the absence of option time is 
another factor that would affect the ad- 
vertiser. Networks have been studying 
this question, though they have no in- 
tention of revealing what line of 
thought they're pursuing — for good 
and obvious reasons. 

However, some of the more obvious 
alternatives would include incentive 
type arrangements. For example, sta- 
tions could be paid more for clearing 
a show live than for a delayed broad- 
cast. There could also be a sliding 
scale of compensation. Stations might 
be paid a low percentage, say 5 or 
10%, for the first few hours cleared 
with increasing percentages as more 
and more time is cleared. For the ad- 

vertiser at the end of the queue this 
would mean that as time gets harder to 
clear the station would be offered a 
bigger incentive to clear his show. 

The warnings against the abolition 
of network time have been extended by 
the networks to warnings against cut- 
ting it down also. One network execu- 
tive said that even cutting one hour 
out of evening option time — which 
many reps favor — would seriously af- 
fect the network's financial structure 
and ability to subsidize not only sus- 
taining but commercial shows. The 
networks also appear to be against the 
splitting of nighttime option time in- 
to segments so that some spot shows 
can be slotted in cream time. 

This latter attitude is apparently di- 
rected against one of the suggestions 
made at the time the Barrow group was 
talking to SRA people. The proposal 
would provide that a continuous option 
time period could extend no longer 
than two contiguous programs or an 
hour and a half, whichever was less. 
This would not cut down the total op- 
tion time but would mean, for exam- 
ple, that the networks could program 
from 7:30 to 9:00 p.m., go off the air 
for half an hour and then come back 
on from 9:30 to 11:00 p.m. With an 
evening of half-hour programs, this 
break in network service would have 
to come twice. 

Despite the dark picture painted by 
the networks of an optionless world, 
there is a small minority within the 
broadcasting industry which feels that 
(1) a banning of option time would 
not seriously affect the networks and/ 
or (2) it would provide greater oppor- 
tunity for spot clients to compete in 
television. Stations need the networks 
too much to let them go under, this 
group says, and would accept most net- 
work shows on the air because it is to 
their interest to do so. 

Those concerned with spot clients 
echo the many Washington probers 
who contend it is not proper to allow 
one group of advertisers to be able to 
preempt time from another. The anti- 
option time forces include Kenneth 
Cox and Harry Plotkin, both of whom 
were special counsel to the Senate 
Commerce Committee, and Rep. Eman- 
uel Celler, chairman of the House anti- 
trust subcommittee. The three men- 
tioned, however, have, unlike Barrow, 
not called for abolition of option time 
but for limitation. It is now up to 
the FCC to decide. ^ 


I Continued from page 33 I 

Albert Dimes who is a tea-taster for 
Tetley. Dimes (played by actor Mer- 
cer McLeod ) has been incorporated 
into a series of four amusing situation 

Still another example of serving up 
the same line of copy sell in a varieiy 
of palatable ways are Beech-Nut Gum 

The Beech-Nut story is a simple one: 
( 1 ) it tastes better, and (2) the flavor 
lasts longer. These points have been 
consolidated in the now familiar line: 
"While the flavor lasts." Around this 
tag line. Bill Backer, Y&R copywriter. 
has been turning out a stream of light- 
hearted situation commercials ranging 
from antiquity to the modern — from 
Nero's fiddling to teen-agers' jive-talk. 
The historical parodies now total more 
than 15, while the teen-age series 
(slotted most frequently in the after- 
noon) number half a dozen. Also for 
the teen-agers, Beech-Nut has a rock- 
'n-roll jingle. ^ 


(Continued from page 43) 

as the nation's commercial headquar- 
ters is another kind of talent — the pro- 
ducers, directors, cinematographers, 
scenic designers and choreographers 
whose creative activities make possible 
the delivery of high quality product to 
the agencies. Because New York has 
always been the mecca for commercial 
production talent and because of the 
trend to permanent staffs rather than 
hiring free lance personnel for in- 
dividual jobs, we are unaffected by 
any shift in live tv. MPO's perma- 
nent staff of 100, working in the five 
sound stages in two owned-and-oper- 
ated production centers turned out 
enough television commercial footage 
last year to make 15 feature-length 
Hollywood productions. 

With the emergence of the Lincoln 
Square area as a commercial produc- 
tion center, with the trend to year- 
round employment of production talent 
by major producers and with the con- 
tinued support of New York produc- 
tion by advertising agencies, it is hard 
to see how a shift of live tv westward 
I possibly a temporary condition) can 
seriously affect an entrenched industry. 

The trend here is toward expansion. 













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IGGER POWER ... 10 times bigger . . . and a new antenna 
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Audiences all over Southern Nevada have switched to 
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[ATCHING 'ABC" was the "catch of the year" for KSHO-TV. 
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KSHO-TV *— 13 




What's happening in U. S. Government 
that affects sponsors, agencies, stations 


25 JANUARY, 1958 

Copyright 1958 

Pay-tv continued to occupy center stage in Washington this week and it looks 
as though it'll stay there until the Moulder hearings take over. 

To put the initial sessions of the House Interstate Commerce Committee hearings on pay- 
tv into focus: 

• The first week was suited to project the arguments in favor of pay-tv. This was so because 
the FCC commissioners were called upon to defend their decision to permit a test. 

• By contrast the appearances during the week of Skiatron, Zenith and Telemeter did little 
to advance their cause. There remains little new to say by either advocates or opponents. 

• This second week was the week for opponents of the system, and it was doubtful whether 
they could add anything either. 

After the conclusion of the hearings comes the critical point for pay-tv. 

The Commerce committee, weighted against pay-tv, could report out a bill forbidding the 
new system. On the other hand, failure of the bill to pass Congress would be almost as eloquent 
as Congressional approval. 

Another gambit would be a House resolution— with likely even less weight — asking the 
FCC to hold off approval pending Congressional determination of legal and policy questions. 

Of course, this resolution would have no effect in law. It could only express the sentiment 
of one chamber (the House) and as such would be observed, probably, by the FCC for at 
least a year or two. 

A third possibility would be a majority vote of House Commerce committee, alone, ex- 
pressing opposition to pay-tv and asking the FCC to put the trial on the shelf pending Con- 
gressional action. As a courtesy to the committee the FCC would probably hold off the test 
until the end of the session. 

A final possibility: No action at all, by The Commerce committee. 

The odds favor the third possibility for this reason : It carries no risk. Any bill or resolu- 
tion voted down by Congress would be a negative, but strong, push-ahead for pay-tv. 

A closed-door Commerce committee vote could fail without formal notification to anybody 
that the vote had been held. 

There's every prospect of long, gruelling hearings when the House .Commerce 
special (Moulder) subcommittee on legislative oversight wings into action next 

The temporary victory of Rep. Oren Harris, chairman of the full committee, may run into 
a buzz-saw. 

Harris had diverted Rep. Morgan Moulder from drawing a bead on alleged malfeasance 
in the FCC toward a broad probe of how all agencies are administering the laws under their 

Moulder and subcommittee council Schwartz are unconvinced, and it will be difficult for 
Harris to keep under complete control the very probable tendency of these two to work over 
into areas they have been probing for so long. 

The Senate Commerce Committee isn't quiet either. 

After considering for years and doubting the wisdom of action on the ASCAP-BMI im- 
broglio, the communications subcommittee is now leaning toward setting a date for hearings 
on the Smathers bill to outlaw broadcaster stock ownership in BMI. 

Sen. Mike Monroney, a critic of ratings, would like a probe of these services, but 
nothing has been done about holding formal hearings. 




Florida's dynamic Interurbia 

34th in total retail sales $786,145,000 

39th in food store sales $161,983,000 

29th in automotive sales $147,698,000 

33rd in general merchandise sales . . . $114,546,000 

(Sales Management's Survey of Buying Power, May 1957) 



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The WKY Television System, Inc. • WKY-TV and WKY Oklahoma City • WSFA-TV Montgomery 


A round-up of trade talks, 
trends and tips for admen 


25 JANUARY. 1958 

Copyright 1958 

Bulova president John H. Ballard is back in the saddle, with firm control over 
that $8-million advertising budget. 

Arde Bulova's executive v.p., Stanley Simon, previously held the reins. 
Makes it cozy for McCann-Erickson's Terry Clyne, who originally brought the account 
into the house. 

Esty has about given up its yen for an FBI tv series. 

The main obstacle: The FBI requires that the writer go through its academy so 

that he can write with first-hand authority on the role of an FBI agent. 

It's no bed of roses for the producer of a radio commercial built around the 
parody of a current hit tune. 

Here's the risk he runs: The moment such a parody appears on the air disk jockeys 
stop playing legitimate recordings of the number. 

The producer's counter device: He holds off his parody until the tune is among 

the top 10, figuring that by that time the number has taken on such momentum that a 
jockey can't drop it. 

Not all big advertisers set their budgets by cost-per-sale, forecast of perform- 
ance, or other such "scientific" formula. 

The president of one of the giant paper companies still does it by the form-sheet of 
two decades ago: He figures out how much dividend and bonus money he needs, how much 
it takes to buy some mills, and then pulls the ad budget out of his hat. 

If you have any doubts about how scrupulously reps protect their accounts, 

consider this recent incident: 

Before Bates had a chance to issue cancellations on Viceroy and Kool spots in a number 
of markets, the agency for a competitive brand called the reps and said it might ab- 
sorb the spots if it knew the markets and schedides. 

The rejoinder of the reps generally: 

Such information can't be made available until Bates actually cancels. 

A piquant comment by an adman on the recent sharp reversal of policy at a couple 
major agencies in the matter of intramural publicity: 

"The original management boys who made their millions are gone and the stock 
is now split up among the top workers. To make money on this stock they need some new 
accounts; hence the open talk about billings and how their clients love 'em." 

Burnett has its reception-room apple-bowl, but back in the early '30s CBS had a 
reception-room item that eventually wound up gracing the desk of many a visitor. 

It consisted of small attractive copper ash-trays, which the network for a long time 
never tired of replacing. 

They became a sort of well-distributed trademark. 









Station "B" 

Station "C" 

6 A.M.- 12 NOON 




12 N00N-6 P.M. 









Associated with 





Reach out and ring up the biggest share of the Kalamazoo-Battle 

Creek and Greater Western Michigan radio audience, with WKZO. 

Pulse figures at the left prove that WKZO delivers it — morning, 

afternoon and night! 

Many of the most impressive ratings are for WKZO local shows — 

with several giving up to 40% Share of Audience! . . . or over twice 

the share of the nearest competitor. 

Want more facts? Ask your Avery-Knodel man! 



Avery-Knodel, Inc., Exclusive National Representatives 

i the championship in 1955 with an .863 ringer average in 35 games. 

25 JANUARY 1958 

it's there 
for you... 
1 channel 




Did you know that Sales Management 
rates Tulsa both a better quality and 
a better productive market than either 
Boston or Baltimore? It's a fact; and 
alert advertisers are taking advantage 
of it . . . northeastern Oklahoma has 
an effective purchasing power of $1- 
billion. Your key to this pot of gold is 
KVOO-TV with its productive pro- 
gramming, PLUS revealing market re- 
search, merchandising and promotion 
aids, and constant attention to your 
account and problems. Yes, in Tulsa, 
it's for you . . . through Channel 2. 
When do you start? 


liabilities contact any 
Television Associates 


i Continued from page 37) 

asts? "Show, via television, the sim- 
plicity and enjoyment of the sport in 
today's attractive howling establish- 
ments," says AMF's marketing direc- 
tor Dabney. 

Boivling Stars marks the industrial 
firm's third use of this approach. The 
first was Bowling For Fun, a live show 
run for 13 weeks during the summer 
of 1953 in Chicago, Detroit and Cleve- 
land. The program featured a half- 
hour format encompassing exhibitiota 
bowling, audience participation and 
bowling instruction. It was used pri- 
marily to "hypo business during the 
off-season in principal market areas,'' 
says Donovan. Show time was 7:30 
to 8:00 p.m. Saturdays. 

AMF's second bowling show was 
titled Bowling Time. An hour-long, 
syndicated film program, it started in 
October, 1955 with a 13-week series. 
A second 13-week series was shot in 
1956 and in October of that year was 
sold in markets where the first series 
had been carried. Bowling Time was 
also sold in 1956 as a 26-week series 
in markets where the first films had 
not been shown. All told, the film pro- 
gram was telecast in about 180 mar- 
kets. Primary times were late evening, 
late Saturday afternoon and early Sun- 
day afternoon. 

In putting together today's Bowling 
Stars show, AMF took a format tip 
from each of its previous programs; 
the half-hour length of Bowling for 
Fun and the 26-week duration of Bowl- 
ing Time. 

"We decided an hour was too long 
for this type of program — it has a ten- 
dency to wear thin with that length of 
time," says Dabney. 

Adman Donovan says the 26-week 
series duration is ideal for AMF from 
two standpoints: "it gives us solid 
sponsor identification, something that 
you're not sure of building in 13 
weeks; it coincides in most sections of 
the country with the bowling season — 
from September to March." 

Bowling Stars, produced by Matt 
Niesen, prominent tv bowling show 
impresario from Chicago, features 
man-to-man, three-game singles com- 
petition between bowlers from every 
section of the country. (Only the last 
game-and-a-half in each series is 
telecast.) The winner of each tenpin 
match receives $1,000, the loser $1.00 
per pin. In addition, both winner and 

loser receive a bonus of $10 per pin 
for each pin scored over 700. A 
whopping $10,000 is offered for per- 
fect 300 games, of which there have 
been two (see series of pictures for 
reactions of the first $10,000 winner) . 

"Whispering" Joe Wilson of Chi- 
cago, nationally known tv sportscaster 
who has gained fame for his tense, 
hushed-voice style, is narrator of the 
show. As pointed out by the 25 Sep- 
tember Variety, "Wilson's running 
elucidation, with his sotto voce tech- 
nique growing to full voice when the 
ball connects, builds the tension nicely 
milking the drama." 

The "drama" of the show is played 
out against a backdrop of AMF bowl- 
ing equipment. As one AMF execu- 
tive smilingly admitted, the show is 
"practically a 30-minute commercial" 
in this respect. The Faetz-Niesen Rec- 
reation Center in Chicago, where the 
series was filmed, is equipped with 
AMF automatic pinspotters, and every- 
thing from AMF balls to scoring ta- 
bles are present in the film footage. 

How do AMF executives compare 
Boivling Stars with the company's Om- 
nibus participation? 

"Omnibus put us on the map," says 

10 o'clock 


25 JANUARY 1958 


1/5 of all 
Canadian Autos 
are registered 
in our 
Toronto Niagara 


' thin our huge coverage area there are 638,426 registered automobiles. This number represents 21.80 % 
fer one-fifth of all registered automobiles in all of Canada this year. Another black and white fact 
"ing CHCH-TV serves the richest market in Canada." Source: Sales Management Elliott-Haynes. 
'further information call: Montreal: UN 6-9868, Toronto: EM 6-9236, /jk ftgamgl YW 
baton: JA 2-1101, Vancouver: TA 7461, New York City: PL 1-4848, ^fCHCH m Tw 
!»go: MI 2-6190, San Francisco: YU 6-6769 CHANNEL^ CANADA 

ONLY KMID-TV covers 
the lion's share of "Oil - 
Rich 7 ' West Texas. 




Don't overlook the rich KMID- 
TV market! Channel 2 is the only 
single advertising medium com- 
pletely covering this tri-city 

89,274 SETS 

As of July 1, 1957 

"Oil-Rich" West Texas has no 
unemployment problems and has 
this kind of money to spend . . . 


MIDLAND $7,428 
ODESSA $7,049 

BIG SPRING $5,931 

Ancona. "Up until the time we spon- 
sored it. we were virtually unknown to 
the man in the street. On Omnibus we 
advertised the industrial, consumer 
and defense aspects of our business. 
and people soon came to know the 
■WIF name well." 

This primarily institutional ap- 
proach during the 1952-1953 seasons 
has been tagged by some admen as the 
company's bid for prestige to help it 
win government defense contracts. 
Some credence is lent to the theory 
b\ this fact: 

AMF defense business leaped $19.4 
million in 1953 over 1952, according 
to a companv prospectus dated 23 Jan- 
uary, 1957. In relation to total sales 
and rentals, the 1952 figure repre- 
sented 54.4 jc of AMF's gross; in 1953 
it was 55.3%. 

The effect of more consumer prod- 
ucts in the market place is seen in the 
1956 figures, where government work 
accounted for only 35. 7 f \ of the firm's 
gross dollars from sales and rentals. 
The quasi-consumer item, the pinspot- 
ter, was responsible to a large degree 
for the changed picture: rentals for 
the ingenious electronic device jumped 
from $100,000 i n 1952 to $17.2 mil- 
lion in 1956. 

The almost 20/t cutback of govern- 
ment business in relation to the firm's 
total income between 1953 and 1956. 
with a concurrent 40.5% increase in 
total sales and rentals, is tribute to the 
success of AMF's diversification pro- 
gram. AMF was designated last Jan- 
uary as one of "the best-managed big 
companies in the I machinery ) indus- 
try" by Forbes, business and financial 

In discussing the financial end of the 
program. AMF's chairman of the 
board Morehead Paterson says, "We 
decided that instead of trying to find 
new products on which we would have 
to spend money that we didn't have, 
to try to exchange our stock for other 
going companies." 

Result: 18 companies were acquired 
by AMF for 857,811 shares of stock 
and $4.8 million in cash. 

Tv commercials: All of AMF's prin- 
cipal consumer goods are advertised 
on Bowling Stars. 

From the first show through Christ- 
ma-, gift-giving was the theme of 
AMF's commercials for its bowling 
equipment. DeWalt power tools, Voit 
recreation equipment and such popular 

as a 


wheeled goods as Roadmaster bicycles, 
Junior tricycles, and AMF juvenile 
tractors and cars. 

The pinspotter machine is pluj 
via commercials selling bowling as 
famib sport. Off-hours bowling, 
possible because alley operators doi 
have to depend on pinboys, and AMF's 
"rhythm bowling'" s\stem are pitched. 
AMF's automatic pinspotter works 
a 17-second cycle, measured from 
time the ball leaves the bowlers hi 
until the pins are reset and the ball 
returned. This steady, unerring cy< 
is claimed by AMF tc 
"rhythm" for the bowler that sup- 
posedly contributes to higher scores. 

One-minute commercials are used 
for the machine while 30's are relied 
on for pitching the AMF consumer 
bowling products. Minutes and 90's 
are used for DeWalt, Voit and wheeled 
goods. Minute-and-a-half commercials 
are used at show opening. These have 
an institutional flavor and show all 
types of AMF products, from tobacco 
and baking equipment to atomic re- 

The early-1958 commercial schedule 
will be primarily used for bowling 
products; "this is the height of our 
bowling products season," says adman 
Young. "After Christmas we're pretty 
well dead for a while as far as Voit 
and wheeled goods products are con- 
cerned," he told sponsor. 

Financing for Bowling Stars is split 
about $300,000 for production paid by 
AMF Pinspotters Inc., the remaining 
$450,000 paid by the parent firm via 
pro-rated amounts for each of the sub- 
sidiaries represented on the program. 

TVs PR job: AMF also uses Bowling 
Stars as a public relations tool in deal- 
ing with bowling proprietors across 
the nation. 

Young points out "we can go in to 
an operator and prove to him 'we're 
the only company advertising the sport 
of bowling for you on a national net- 
work basis,' and we've found this has 
a tremendous effect." 

This aspect of the tv show is partic- 
ularly valuable to AMF today because 
of new competition from Brunswick- 
Balke-Collender. The B-B-C firm last 
year introduced an automatic pinspot- 
ting machine to compete with AMF's. 

There is a primary difference in 
B-B-C's marketing, however. It is sell- 
ing the machine outright to the oper- 
ators, instead of leasing it under an 

25 JANUARY 1958 

i, . 

AMF-type arrangement. 

"This p-r function is another exam- 
pie of how a low-rated show can work 
for you— when it's hitting the right 
audience," says Young. And Vic An- 
cona adds: "For sponsors selling beer, 
or toothpaste, the rating is vital. 
They're buying numbers, not an audi- 
ence. In this type of mad competition, 
a comic drops a couple of points, and 
he s dead. 

"As far as we're concerned, the 
character of Bowling Stars is carrying I 
out our corporate aim to increase I 
direct-to-consumer sales— and the hV 
ures prove it. The AMF trademark 
Soday getting consumer recognition. 

Another 1957 AMF tv venture fur- 
ther demonstrates the company's aim 
of hitting the "right" audience, and. 
in this instance, the right audience 
also was a large one. 

AMF spent about $400,000 to buy 
participating sponsorship of four 
NCAA football games, telecast region- 
ally by NBC TV. "Maybe it seems 
strange to sell bowling with football, 
says adman Donovan, "but remembe: 
every football fan is a sports enthusi- 
ast— a perfect potential bowler. And 
each of these games reached an aver- 
age of 22 million of these prospective 

Commercials used by AMF for the 
football telecasts pushed the idea of 
off-hours bowling for the family, 
youngsters and women. 

Print and promotion : For its bowl 
ing products, AMF spends about an- 
other $550,000 a year for print media 
advertising, point-of-sale materials and 
special bowling promotions. 

An estimated $50,000 of this goes 
into trade magazines and consumer 
bowling publications. Part of the re- 
maining half-million dollars supports 
a unique bowling promotion: AMF 
sends 24 bowlers around the country 
to put on special exhibitions and <nve 
bowling instruction in AMF-equipped 
bowling establishments. 

AMF's tv activity also gets promo- 
tion treatment in the bowling lanes via 
posters advertising the Bowling Stars I 
program and its local channel and tele- 
cast time. 

Promotion money also is allocated 
for preparation of audience promotion I 
kits used by bowling lane proprietors. 
Inese mclude a variety of mats for 
newspaper advertising, photos and 
news releases. ^ I 

WLBT delivers 31% 
more Mississippi homes! 







Sign-on to 9:00 AM 
9:00 AM to 12:00 Noon 



Sign -on to Noon 



Noon to 3:00 FM 
3:00 FM to 6:00 FM 



Noon to 6:00 FM 



6:00 FM to 10:00 FM 
10:00 FM to Midnight 

6:00 FM to Midnight 






Sign-on to 6:00 PM 
6:00 FM to 10:00 FM 



10:00 PM to Midnight 




Sign-on to 6:00 FM 
6:00 PM to 10:00 FM 

10:00 FM to Midnight 

42. 7* 





6:00 FM to 10:00 FM 
10:00 FM to Midnight 



6:00 FM to Midnight 




% .u 


These shares are based on time periods vhen the station 
was on the air. The asterisk i6 used only for stations 
that are on less than the station telecasting the most 
quarter hours during the particular period. 


Channel 3 Jackson 
see Holllngbery 



radio homes at the 


cost per home are 

by WSUN 

than any other station in the 









Greatly Expanded TV Coverage 
from a New 1000-ft Tower. 

Tv and radio 

Samuel Thurm has been promoted to the 
newly created position of general man- 
ager, advertising services division of Lever 
Brothers Company. Formerly media direc- 
tor, he will now supervise Lever's corpo- 
rate advertising and consumer relations 
budget administration and the operation 
of the promotion services division, as well 
as continuing to direct the media division, 
to joining Lever Brothers in 1956, Thurm was associate 
director of Young & Rubicam, Inc., a possition he held 
ir years. He entered Y&R in 1946 as assistant research direc- 
reviousl) he was research director of Eversharp, Inc. Thurm 
;raduate of Dartmouth, and holds a masters degree from 
bia. Before service, he was an analyst with Bulova Watch Co. 


Jack Stapp has been named vice president 
and general manager of WKDA, Nash- 
ville. The appointment was announced 
by John W. Kluge, food broker and owner 
of WKDA and a chain of six other radio 
and tv properties. Stapp had been pro- 
gram manager of WSM, Nashville, for 
18 years in charge of the program and 
talent operation. He left last year to 

devote full time to his property, the Tree Music Publishing Co. 
Since leaving WSM, Stapp has continued as producer of the Prince 
Albert network portion of the Grand Ole Opry, an assignment he 
has handled for 11 years. He is also producer of The Jim Reeves 
Show, which is originated in Nashville and fed to ABN five days 
per week. Stapp was a program producer and evening network 
manager at CBS for six years. He assumes his new duties 1 Feb. 

R. Morris Pierce has been appointed vice 
[•resident and general manager of WANE 
& WANE-TV, Fort Wayne. Construction 
to put both stations under one roof has 
just been completed and Pierce will head 
up the new combined operation. He has 
been in charge of WANE-TV since it went 
on the air in 1954. He entered broadcast- 
ing in L925 and served as chief engineer ai 
\\ MX. Detroit; WJAY, Cleveland; WWVA. Wheeling and WGAR, 
Cleveland. Following World War II, Pierce was v.p. in charge of 
engineering for the "Goodwill" Stations: WGAR; WJR, Detroit; 
KM PC. Los Angeles. Before moving to Fort Wayne in 1953, Pierce 
was president and general manager of WDOK, Cleveland. WANE & 
WANE-TV are Corinthian stations. Also in the group: KOTV, 
Tulsa: KGUL-TV. Galveston; WISH & WISH-TV, Indianapolis. 

25 JANUARY 1958 

you're covered, pod-nuh! 

. . . and you're shooting for complete coverage of 
Tidewater, Virginia, including the cities of 
Norfolk, Newport News, Hampton, Portsmouth 
and Virginia Beach when you use WGH 
RADIO. 24 hours of non-direction power. 

Homo (joun JoW Btoi Ul 



Tidewater's UlvT Station . . . 5,000 watts — 1310 kc . . . Norfolk, Virginia 



"Let's sell optimism" 

There arc two ways in which television and radio can help 
make the current recession short-lived. 

The first is ahead) much in effect — namely, the persistent 
u>e of air media to do their normal high-impact selling joh. 

The second has been used only sporadically thus far and is 
an entirely different weapon — namely, the editorial power 
of air media to help maintain consumer confidence. 

Fear that we may he entering a long-lasting husiness re- 
cession can deepen and extend the dip through which our 
economy i> now passing. The more people hear of a slow 
down in husiness, the more they may he inclined to put off 
spending for products and services. 

We suggest stations marshal the facts which dramatize 
the long-term depth of strength in our economy and tell this 
story to their audiences (with local slants). This can take 
the form of on-the-air editorials, public service announce- 
ments, or interview capsules within programs. But it should 
he a well-thought-out, carefully researched and consistent 
campaign. In short, sponsor (as it did during another short- 
lived recession) calls upon stations to "sell optimism." 

But let's make it a hard-hitting campaign in keeping 
with the very real ability of the air media to create 
virtually over night a new habit, a new hrand image — 
or a new consumer psychology. 

Tv teamwork 

Practically every afiiliat? attending the CBS TV sessions 
in Washington last week (and tin-re was hardly an affiliate 
thai didn't) commented on the remarkable flow and follow- 
through of the proceedings. 

The objectives were apparent; ths agenda was a master- 
piece of coordination and the departmental report provided 
the essentials and no more. Although the Barrow Report and 
fee tv were the chief subjects, it was apparent that CBS TV 
knew what to do about these and other pertinent problems. 

Tin- Resolutions Committee put their finger on the man 
behind tlii- remarkable example of planning and implemen- 
tation l>\ commending CBS president Frank Stanton, and we 
sa) tlii^ without taking anything away from such outstanding 
team players as Merle Jones, Dick Salant, Hubbell Robinson, 
Hill Lodge and their associates. 


this we fight FOR: Tv plays so vital a 
part in our economy {see above) that if fee tv 
stifles free tv, the basic health of the nation will 
be seriously affected. This point should /><■ 
pressed home in the buttle against fee ti . 


Practical: From Y. Y. 77mes— "The 

Sterling Doll Company. Inc.. of New 
^ ork registered a trademark this week 
for 'McGregor, the Giant TV Dog.' 
The design shows a small hoy astride 
a stuffed dog watching a Western pro- 
gram. The animal will also serve as a 
pillow.'" For those parents suffering 
from coiv poke -fatigue? 

Tie-in: Angelique & Co., perfume 
manufacturers, is now sending out all 
its checks scented with Angelique Pink 
Satin perfume. Their check-writer 
prints the word "scent" instead of cent, 
while the pay-order reads: "Pay to the 
odor of."" Sweet smell of largesse! 

Arbirron: ARE president, Jim Seiler, 
at a recent RTES luncheon meeting, 
told how during the development of 
the new Arbitron rating technique, a 
gimmick was tried that not only gave 
tune-in data but also took a picture of 
the home viewers with a special cam- 
era every five minutes without their 
knowing it. That must have revealed 
some interesting audience behavior 

Eh? A sponsor editor covering the 
same RTES meeting mentioned above 
is ready to swear he heard Jim Seiler 
say that selection of homes for Arbi- 
tron "had nothing to do with whether 
or not the residences were telephone- 
equipped; many of these homes don't 
even have electricity." A little shook 
up, our editor keeps muttering about 
"that new wind-up tv." 

Names, names: An MGM Records 
release about the appearance of ABC 
TV's American Bandstand of guest 
star Marvin Rainwater concluded with 
the mention that '"Rainwater has been 
busily engaged filling nightclub and tv 
engagements . . ." What, not filling 
any rainbarrels?" 

inevitable: Report in N. Y. Journal 
American from the International Home 
Furnishings Market in Chicago — "The 
man in the gray flannel suit is influ- 
encing home fashions for 1958. Gray 
returned on furniture modern as the 
Madison Avenue, N. Y., executive's 
'uniform' and on softer, contemporary 
styles for his suburban home . . ." 
Clear case of protective coloration for 
the adman at home. 

Yoicks! TV Guide reports Adolphe 
Menjou will be host-narrator for a 
new tv series titled Target — and will 
even star in some episodes as a cow- 
boy. It's here: the suave Western! 


A timebuyer's dream! 

According to the Nov. '57 Pulse 
just released for Louisville 

For the full story of WINN 
Call your nearest Avery-Knodel office 

"One of America's Really Great Independents' 



Glen A. Harmon, Vice President, General Manager 

Our ratings are higher in saturated San Diego! 

Of the top 25 shows in the sykrocketing San Diego 
Market, 23 are on KFMB-TV. All of the top 10 shows 
are on KFMB-TV and 19 of the top 20 are on KFMB-TV. 
In addition, 81% of all shows on KFMB-TV gained 
rating points over the previous Nielsen Rating.* 





ft v:,£v"J 


^ ^ 



These w Distinguished 
Gentlemen's Companies Agree... 

KOIL Leads in Omaha 

One of the Highest Rated Stations in the Nation 

Buyers Agree Too. 


with more than twice as many listeners as any other station 

DON BURDEN, President 




Clients are wary of 
long-terra commitments 
in a tight-money year. 
Here is how buyers 
and sellers feel net tv 
may evolve by next fall 

Page 27 

George Abrams' 
answer to the 
rating muddle 

Page 30 

Why Polaroid 
gambles on live 

Page 34 

FILM '58: 
annual report 

Page 41 


*Subjeet to FCC Approval 


is ^^' 

n Phoenix! 

YES ! KPHO leads the 1 0-station Phoenix Market with 
more absolute quarter-hour FIRSTS than the 
combined total earned by the 2nd and 3rd rank- 
ing stations! 

Check your Phoenix 
Schedules and 
call your Katz 
Man now! 

KPHO Radio Phoenix 910 

WHEN Radio Syracuse 620 

WOW Radio Omaha 

KCMO Radio Kansas City 810 

Dick Rawls, General Mgr. 
John Crowley, Commercial Mgr. 
Represented nationally by 
The Katz Agency 

Merediths BIG 5 . 
All-Familv Stations 


Meredith Stations' are affiliated with Better Homes and Gardens and Successful Farming Magazines. 

Buyers and Users of Television Advertising In Iowa 

File this page with your folder on Des Moines Television. This is 
information you must know in "shopping" this great market wisely. 

KRNT-TV went on the air 2Vz years ago as the third station in the market. In two weeks time 
Channel 8 had taken over audience leadership. 

KRNT-TV is a basic affiliate of CBS Television. It went on the air with full power of 316,000 
watts just 4 months after getting its FCC permit. The station serves Iowa's biggest, richest, heaviest- 
populated market. 

KRNT-TV is important to people. It is manned by people who have important work to do. They 
know it and the public knows it. 

KRNT-TV news rates probably as high or higher than that of any other station in the nation in 
a multi-station market. The new KRNT-TV high is a 50.8 rating in the November 1957 ARB Metropolitan 
Area Report. 

The KRNT news operation is directed by a professional television-radio journalist. He directs a 
staff of nine professional newsmen. Four newscasts are presented daily. The people respect KRNT-TV 
newscasts for their accuracy and objectivity. They like their completeness, they like the heavy use of local 
stories and local film, they like the world news coverage afforded by the use of CBS newsfilm, and they 
like the way the weather picture is integrated into the news presentations. KRNT-TV's 20-minute news 
program at 10:00 P.M. started out fully sponsored when the station went on the air and now 2Vi years 
later has the same two alternate sponsors. 

KRNT-TV's professional three-man sports team is headed by a former college and professional 
athlete known throughout the nation. KRNT-TV presents two highly-rated sports programs daily and 
each year does a number of remote telecasts of sports events. All these programs are handled with great 
skill and fine technique, and get very high audience ratings. 

KRNT-TV personalities are warm, friendly, alert, articulate, TV-wise emcees. They entertain. They 
inform. They serve the people. Their programs are well thought-out, intelligently presented. They be- 
lieve in what they are doing, and the people believe in them. They are sincere, and they take great pride 
in the station's operation. The people know this and respect them and the station. 

KRNT-TV takes very seriously its announced intention of operating in the public interest, con- 
venience, and necessity. In 1957 the station devoted more than 451 hours of program time to public 
service. That figure includes more than 200 hours of local live public service programs. For one of those 
programs the station cleared a half-hour afternoon time and presented a daily 13-weeks series, "Know 
Your Schools". For this a complete grade school classroom was built in the studios, including a false 
ceiling. The hidden camera and microphone technique was used in showing viewers actual elementary 
school classes in operation. KRNT-TV was one of the first stations in the country to televise "live" an 
actual heart operation as performed on a small boy. 

Because KRNT-TV stands for something, it amounts to something to people. The policies which 
govern KRNT-TV are well known by the people. The station is very careful to make sure all its presen- 
tations are in good taste. KRNT-TV won't advertise many products and services; for instance, beer and 
liquor advertising, and the people know the station turns down thousands of dollars from this classification 
each year. In the last city election, KRNT-TV did not sell political advertising. The station gave 
it away — equitably — to all candidates. In this particularly vital election KRNT-TV figured the 
public was best served that way. Not all the people agree with the policies which guide the operation but 
they respect the station because they know its principles are not for sale. 

Character makes a medium believable. KRNT-TV is believable. To be acted upon advertising 
has to be believed by the people you want to sell. It makes all the difference in the world who represents 
your company. KRNT Radio and KRNT-TV have spent years building strong character in the community. 
They represent you well. Their reputation for dependability has been firmly established and is jealously 

That's why KRNT-TV is famous for results for advertisers. KRNT-TV is believed in by most people. 
It has character. It stands for good things in the community. It has great acceptability among people in 
the age of acquisition. It amounts to something to people who amount to something. It is believed by 

KRNT-TV is a successful commercial station. It carries more local advertising by far than any 
other station in this three-station market. Most of its business is repeat business. It has an excellent 
repeat national spot business. 

KRNT-TV is a good television station . . . has exceedingly high ratings, too. 

KRNT-TV, Des Moines, Iowa, is a Cowles operation — represented by a good organization, the 
Katz Agency, and their office is as near as your telephone. 


1 FEBRUARY 1958 



Network tv must re-tool! 
27 Clients aie wan of long-term commitments in a tight-money year. Here 
i- how Imimi- and -eller- feel net television may evolve by next fall 

"The answer to the ratings muddle" 

30 Revlon's ad manager. George Ahrams, and researcher Miles Wallach 
propose a personal plus telephone coincidental study on a large scale 

Would you risk this tv commercial live? 

34 Demonstration sells Polaroid cameras — but do the tv demonstrations 
have to be live? Polaroid's admen say yes, despite gamble involved 

Network radio business up after dip 

37 Latest SPONSOR figures show sales in terms of program time are back 
to pre-Christmas peak after 15% drop reflects post-New Year's lull 

Film '58: a precision marketing tool 

41 A report to film buyers and sellers. The big trend this year: a surge 
in the use of syndicated film b> the blue chip national advertiser 


18 Igency Ad Libs 

22 49th and Madison 

57 News & Idea Wrap-Up 

4 Newsmaker of the Week 

56 Picture Wrap-Up 

48 Sponsor Asks 

68 Sponsoi Hears 

9 Sponsor-Scope 

76 Sponsor Speaks 

50 Spot Buys 

76 Ten Second Spots 

16 Timebuyers at Work 

7 4 Tv and Radio Newsmakers 

65 Washington Week 

In Upcoming Issues 

The star commercial 

It i- more in use than at an> time before. What should you know before 

you BBggesl on.- at the next planning meeting? Costs . . . headaches 

Editor and Publisher 

Norman R. Glenn 

Elaine Couper Glenn 

Bernard Pla+t 
General Manager 

Arch L Madsen 

Executive Editor 

Miles David 
News Editor 

Bon B: fee 
Senior Editors 

Alfred J. Jaffe 
Evelyn Konrad 
W. F. Miksch 
Harold Meden 

Assistant Editors 

Jack Llndrup 

Gloria Florowitz 

Marilyn Hammond 

Contributing Editors 

Bob Foreman 

Joe Csida 

Art Editor 

Phil Franznick 

Martin Gustavson, Asst. 

Production Editor 

Florence B. Hamsher 

Associate Sales Manager 

Jane Pinkerton 
VP— Western Manager 
Edwin D. Cooper 
Southern Manager 
Herb Martin 

Mid-Atlantic Manager 
Donald C. Fuller 
Eastern Manager 


s H. Sho 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Georqe Becker 

Circulation Department 

Seymour Weber 

Emily Cutillo 

Harry B. Fleischman 

Debby Fronstin 

Accounting Department 

Laura Oke 

Laura Datre 
Readers' Service 



combined with TV. Executive. Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
(49th & Madison) New York 17, N. Y. Tele- 
phone: MUrray Hill 8-2772. Chicago Office: 
612 N. Michigan Ave. Phone: Superior 7-9863. Los 
Angeles Office: 6087 Sunset Boulevard. Phone: 
Hollywood 4-8089. Printing Office: 3110 Elm 
Ave., Baltimore 11, Md. Subscriptions: United 
States $3 a year. Canada and foreign $4. Sin- 
gle copies 20c. Printed in U.S.A. Address all 
correspondence to 40 E. 49th St., N. Y. 17, 
'" "2772. Published weekly by 

N. Y. MUi _ 
matter on 29 Janua 
postoffice under thi 

■ 1958 Spenso 


Entered as 2nd class 
at the Baltimore 
f 3 March 1879. 



According to Nielsen 

TV Leads in ALL Categ 

Reached Monthly, Nu 

Weekly and Dail 

Weekly and Daily 



Retail Sales 
Effective buying Income 

Coverage Service, WOC- 
)ries: Number of Homes 
ber Reached Weekly . . . 
I )aytime Circulation; 
ghttime Circulation. 





2.6S6..+ 13,000 

1957 Survey of Buying Income 

(Sales Management) 


Advertising Research 


WOC-TV- Davenport, Iowa is part of Central Broadcasting Company which also owns and 
and WHO- Redio-Des Moines 

operates WHO-TV 

The Quint-Cities Station 
— Davenport and Betten- 
dorf in Iowa: Rock Is- 
land, Moline and East 
Moline in Illinois. 


Col. B. J. Palmer, 

Ernest C. Sanders, 

Res. Mgr. 
Mark Wodlinger, 

Res. Sales Manager 





Johnson, Sol. 
Philadelphia, LOcutt 8-2 
your nearest Kali Agency office 
— for the beil buy, In VUII 

of the week 

This week there's a new vice president at Pharmaceuticals 
Inc. He is veteran adman Franklin Brack. His job: to scout 
the field of drug firms and related industries to see which 
products — consumer or ethical — can be added as teas J. B. 
Williams Co. in a marketing move largely influenced by tv. 

The newsmaker: Soft-spoken, 55-year-old Franklin Bruck 
who started his own advertising agency at the age of 21, has come 
full-cycle. About 20 years ago, when he was president of the 
Franklin Bruck Advertising Corp. of New York and Los Angeles, 
one of the clients he represented was a new firm formed in 1935 
called Serutan Co. This single-product family enterprise of New 
Jersey was destined to snowball into the mammoth known today as 
Pharmaceuticals Inc. Now Bruck, after a lapse of years, returns to 
serve not only Serutan — but all the products of its expansion: 
Geritol, R.D.X., Zarumin, Som- 
inex, Aqua Velva, Lectric Shave, 
Williams Shaving Creams, Conti 
Shampoo, Kreml Hair Tonic and 
Skol sun creams and lotions. 

The Williams products includ- 
ing Conti, Kreml and Skol were 
acquired this summer when Phar- 
maceuticals, at a cost of about $5.4 
million, bought out the J. B. Wil- 
liams Co. of Glastonbury, Conn. 
The move was evidence of tv's im- 
pact as a business revolutionizer. 
This medium sells products with 
just about the same relentless abandon as it eats up program mate- 
rial. Many clients are finding it profitable to use their committed 
tv hours to sell a string of products instead of only one. (See "The 
Marketing Medium," SPONSOR 3 August 1957.) 

So Bruck's assignment is to look for still more companies with 
still more products and weld them into the Pharmaceuticals empire. 
"We are currently negotiating with some very large companies," he 
told SPONSOR in a phone interview to the Cranford, N. J., main plant. 

As the product line swells, it is quite possible that still bigger 
budgets will be allotted to tv. At present, the all-media budget is 
close to $20 million with the lion's share in tv sponsorship of three 
network shows: Twenty-one and End Of The Rainbow on NBC TV 
and To Tell The Truth on CBS TV. All billing is now done through 
Parkson Advertising except international, which is through JWT. 
Parkson was formed as recently as August of last year, and Bruck 
was chairman of its board. 

Bruck, a pre-med graduate of Fordham, served a short appren- 
ticeship in advertising with Baron Collier and Hearst before starting 
his own agency. In tv, he is remembered for lining up 13 super- 
market chains in a co-op sponsorship of Startime on 39 stations. ^ 





march 1957 report K ALAM AZOO-G RAND RAPIDS! 


For the winning- hand in Kalamazoo-Grand Rapids you 
need the market dominance of WKZO-TV! Look at the 
facts : ARE- shows WKZO-TV is first in 267% more quar- 
ter hours than the next-best station— 327 for WKZO-TV, 
89 for Station B ! 

WKZO-TV telecasts from Channel 3 with 100,000 watts 

from 1000' tower. It is the Official Basic CBS Television 

Outlet for Kalamazoo-Grand Rapids — serves over 600,000 

). television homes in one of America's top-20 TV markets! 

100,000 WATTS • CHANNEL 3 • 1000' TOWER 


Studios in Both Kalamazoo and Crand Rapids 
For Greater Western Michigan 

Avery- Knodel, Inc., Exclusive National Representatives 

*Odds against it — 649,739 to 11 

Number of Quarter Hours 


With Higher Ratings 


Station B 


8:00 a.m. to 6:00 p.m. 



6:00 p.m. to 1 1 :00 p.m. 




8:00 a.m. to 11:00 p.m 




9:00 a.m. to 1 1:00 p.m. 




Associated with 




THE SILENT SERVICE, our submarine series, has made such a whale of a splash 
that 39 additional half -hours are already on the ways. 

BOOTS AND SADDLES-The Story of the Fifth Cavalry, our U. S. Army- Arizona 
Frontier series, is riding high. 

And now we're going places by rail-with UNION PACIFIC, our new Engines-and- 
Injuns series about the railroad's dramatic push through the West. You know it's 
on the right track! 



purchase this TV market 

instead of a single city 

WGAL-TV is dominant in the three standard 
metropolitan markets in the Channel 8 pri- 
mary coverage area — Lancaster, Harrisburg, 
York — as well as in numerous other cities — 
Lewistown, Lebanon, Gettysburg, Chambers- 
burg, etc. When developing marketing plans \ 
for your product, look beyond the usual single- < 
city concept. Profit from WGAL-TV's multi- 
city dominance. 

STEINMAN STATION . Clair Mc Col lough, Pres. 


NBC and CBS 

Representative: The MEEKER Company, Inc. 

Chicago • Los Angeles 

i Francisco 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 



Copyright 1958 


"Agencies still are sitting on whole campaigns that are ready to go — budgets set 
and markets selected — just waiting for the go-ahead from the client." So said SPONSOR- 
SCOPE on 23 November in summing up the spot situation. 

This week the green light came strong and clear. For many a rep it probably 
means a record January — notably in radio. 

Standing out head and shoulders is the business coming from the cigarette 

Amid the excitement of garnering availabilities you can hear the revived lament among 
the reps: How can my stations manage to clear for all these brands? 

Six cigarette brands broke their campaigns in one week, their requirements total- 
ing well over 100 spots a week. 

Most of the schedules run from 6 to 10 weeks. One — L&M's — is on a 52-week basis. 
The other brands: Chesterfield, Oasis, Hit Parade, Lucky Strike, and Parliament. 

Among other accounts that joined the radio spot deluge are Nucoa (Guild, B&B), 
Kit (Earle Ludgin), and Upton's Iced Tea (Y&R). 

(For further details see Spot Buys, page 50.) 

The volume of prime-time programing available on the tv networks seems to 
be just about what it was a year ago. 

Some of the shows mav have trouble finding takers because they are locked into periods 
that create too much product conflict — Restless Gun, for instance, which, because of the 
broad drugs-toiletries protection given Warner-Lambert and the tvpes of products on either 
side, tends to bar many a prospect. 

For shoppers with special promotions or interested in the long-run, here's what can 
be found: 

ABC: A half each of Adventure at Scott Island. Jim Bowie, Scotland Yard, all of OSS, 
and a third of Navy Log. 

CBS: Two half-hours of Playhouse 90 and alternate sponsorships of Perry Mason, Rich- 
ard Diamond, I Love Lucv. Mr. Adams and Eve, and the Armstrong spot. 

NBC: Alternate weeks of Groucho Marx, Suspicion (half-hour), Restless Gun; Life of 
Riley. Price Is Right, and Tic Tac Dough. 

Another project under study by the ANA's tv-radio committee. How to pre- 
test commercials efficiently and at low cost. 

As preliminary steps the association is gathering information from Telestudios, Inc., 
Schwerin, the Institute for Motivational Research, plus agencies that have done research in 
depth on the subject. 

It's been a pretty good cost-per-thousand season for the cigarette companies 
in nighttime network tv, with perhaps one exception. 

SPONSOR-SCOPE's calculation, on the basis of the talent plus time bill, shows these 
costs-per-1 000-homes-per-commercial-minute : 

American Tobacco Co., six shows, $2.65 average; Lorillard, three shows, $3.65 aver- 
age; Philip Morris, three shows, $4 average; Liggett & Myers, three shows, $4.85 aver- 
age: R. J. Reynolds, $2.80 average; Brown & Williamson, single show, $2.70. 


SPONSOR-SCOPE continued 

Watch for a mounting counter-attack by the tv networks against the claims 
of competitive media that the cost of nighttime tv is higher than ever. 

NBC TV appears first to have taken the initiative in this drive by releasing a statistical 
barrage showing that the present cost-per-1000 is less than it was a year ago. 
Other lines that this counter-offensive will take: 

• The rates for nighttime have slowed down to plus 3/10 of 1% a month, whereas 
the rise used to be over 1% a month. 

• There have been rate reductions in other time areas, such as class B. 

• Advertisers can count on economies in production with the advent of videotape on 
a broad scale. 

The success of Prudential has stirred another insurance giant, New York Life, 
to scout out a corporate image that it can use in nework tv. 

On the premise it must learn to walk before it runs in tv, New York Life is doing some 
testing in Providence, under Compton's guidance. 

Two stations are involved: W PRO-TV and WJAR-TV. The programing, keyed to a 
giveaway booklet, consists of news, sports, and announcements. 

One area where SPONSOR-SCOPE this week found a firm note of optimism 
was among NBC's corporate pulse-takers. 

Citing January as an omen of how things were going, the statisticians noted that: 

• Net tv network sales in January should be at least 1.5% over the same month 
of 1957. 

• Total sponsored time for January was 128 hours, compared with 126^4 hours the 
year before. (ABC TV was estimated to be four hours ahead and CBS TV three hours less.) 

• Network radio sales for January were 115% ahead of January 1957. (The plus 
estimate for CBS Radio was 28% and ABN 5%.) 

Here's how the network radio count looks for the first week of February: 
ABN, 19.3 hours; CBS Radio, 37 hours; MBS, 18.9 hours; NBC Radio, 57.6 hours. 
Total: 132.8 hours. 

(For a more detailed rundown of network radio sponsorship see Radio Basics, page 37.) 

Don't look for marketing innovations the next several months. 
Madison Avenue marketers have reconciled themselves to a period of status quo hi 
testing, merchandising, and promotion concepts. 

Manufacturers will be more aggressive than ever, but they'll be inclined to stick to tried 
and true formulas for the time being. 

These agencymen feel that the penalty for unsuccessful innovation is too great right 
now to take chances. 

As the new network tv buying season approaches, you'll likely hear a mini- 
mum of talk about making nighttime commitments more flexible. 

Some of the especially knowledgeable admen have been mulling over this urge for easier 
escape hatches and here's what, SPONSOR-SCOPE found this week, they're saying: 

• If the sponsor wants to retain control of the program, he must be willing to gamble 
and stop looking to the network for more flexibility. 

• To insist otherwise, the advertiser plays into the hands of the networks. If they 
are to assume the financial responsibility for keeping the schedules loaded, then advertisers 
as a whole will find themselves faced with acceptance of Pat Weaver's old magazine concept. 



SPONSOR-SCOPE continued 

So many new rating methods and candidate rating services have been popping up late- 
ly in tv that you virtually need a program to tell the players. 

Here's a fast guide, compiled by sponsor's audience-probe experts: 

ARB: (1) Viewers recall from a roster what they looked at, also indicate the home 
audience composition. (2) Via a fixed sample, an electronic device — Arbitron — measures 
the tune-in every 90 seconds and sends it to a central office. 

NIELSEN: Records on tape the minute-by-minute tuning of a fixed sample. 

PULSE: The home viewer is asked in person to recall from a list what shows had 
been tuned in. The sample is not fixed. 

TRENDEX: Phones homes to inquire what's being looked at right now. 

VTDEODEX: Uses the home diary method on a fixed sample. 

M. A. WALLACH: Personal interview combined with telephone coincidental 
(like Trendex). The interviewer checks the accuracy of tuning and audience composition by 
being in the room where the set is located. The sample is not fixed. 

(For analysis and comment on Wallach method see page 30.) 

With Maverick and Sid Caesar riding high on either side, ABC TV figures that the 
Sunday 8 :30-9 p.m. spot could develop into another case of Fitch Bandwagon posi- 
tioning in the 1930's. 

The low-budgeted Fitch show, spotted at 7:30-8 Sunday nights, capitalized handsome- 
ly in ratings for years because it was spotted between Jack Benny and the Chase & 
Sanborn Hour (from which Edgar Bergen eventually emerged on his own). 

For a measure of what the western has come to mean to the American home, note 
this: There are over 500 million peeks at this type of program per week. 

Here's how SPONSOR-SCOPE arrived at this figure: 

1) On the basis of the latest ARB and Nielsen data, the viewing of the 14 westerns on 
the three networks adds up to about 150 million homes. 

2) Multiply that 150 million by average viewers per set (2.3) and you get close to 350 

3) There are 18 syndicated westerns running on local stations. Credit each of these 
with at least 5 million watchings and you get a tally of 90 million watchings per week. 

Note: The above total of 440 million does not, of course, include the scores of feature 
westerns making the rounds weekly on local stations. 

AT&T appears ready to step into the weekly bigtime in tv. 

Through N.W. Ayer, it's looking for a show that will have an aura of prestige and im- 
plant the right corporate image. Ratings would be a secondary consideration. 
Meantime AT&T has canceled its Telephone Time on ABC TV, effective April. 

Latest feather in radio's cap: All six of the package food giants are back in net- 

The sextette: General Foods, Standard Brands, Del Monte, Campbell, Best Foods, 
and National Biscuit. 

Note on this week's Campbell buy on NBC: Impressed by network's frequency story, 
the account took a spread of 35 spots a week for 10 weeks, starting 17 February. If the cam- 
paign clicks, there will be a heavier schedule in fall. 

Even when the national economy looks a bit murky, Texas tries to be different. 
Reports a SPONSOR-SCOPE correspondent: Texas radio and tv stations are having 
a whale of a time from local sales. 

Beef prices are up; there's been plenty of rain; Egyptian cotton crops are going good; 
and the feed is coming up fine. 




The advertising team that's moved in on Bab-O and Glim (B. T. Babbitt) is 
the same foursome that had a great deal to do with the success of Ajax and Vel 
Pink Liquid at Colgate. 

In the Babbitt reunion there's Mike Frawley, executive v. p.; Jack Sudgen, v.p.-mar- 
keting director; Carl Brown, chairman of Brown & Butcher, Inc.; and Thomas C. Butcher, 
president of this new agency partnership. All have worked for Colgate or serviced the Colgate 

Before Ajax came into the field, Bab-0 had 50% of the market. It's still at a 40% level. 
Bab-O and Glim represents about 90% of Babbitt's volume. 

P.S. : On the eve of losing the account to Brown & Butcher, Donahue & Coe was negoti- 
ating for a sizeable buy in network radio for Bab-O. 

BBDO's radio sector wound up January with this notable achievement: It has 
brought five of its major accounts back to network radio. 

The accounts and the origin of the money for network radio: 

Philco, from co-op; GE Lamps, new money; Bristol-Myers' Trushay, from maga- 
zines and tv; Lucky Strike, new money; Campbell Soup, new money. 

The radio networks this week had lively going in new business. 

L&M Filter bought a weekly package of three one-minutes and four 30-seconds in 
ABN's live programing; NBC added Libby-McNeill-Libby to its lists (besides Campbell 
Soup and Lucky Strike) ; and MBS got orders from Quaker State Oil, Bufferin, and 
L&M. CBS also got some business from L&M plus a sports pact from Barbasol. 

Sam Thurm, Lever general manager of ad services, disposed of four gripes 
at this week's RTES (N.Y.) timebuying and selling seminar. 

Thurm said he was against: fl) 52-week talent contracts; (2) over-commercial- 
ization, particularly triple-spotting: (3) lack of integrity in media presentation; and 

(4) the kind of people who sneer at ratings. 

Biographical note: Thurm used to be an aeency researcher on media. 

An example of network radio's flexibility which can easily lend itself to applica- 
tions in other lines: The Saturday Evening Post bought a one-day splash over CBS to 

plug the article on Ed Sullivan in the 11 February issue. 

This is in addition to the magazine's regular sponsorship of Arthur Godfrev. 

Despite all the basic expenses for the exploitation of newly -acquired products, 
P&G still was able to show an appreciably bigger profit for the final half of 1957 

than during the like period of 1956. 

The consolidated net profits: $36.6 million vs. $33.5 million. 

Hollywood this week was the pre-buying-season mecca for the tv department 
head of several of the topline agencies. 

Their mission: To get an idea of the program projects in the works — even before they 
get to the pilot stage. 

Tn their interim phone reports to New York, these admen indicate: 

1 ) Producers are mixing their program types rather widely— not being certain 
about popularity trends in the 1958-59 season. 

2) Plentv of new westerns will be available, along with crime-mystery and sci- 
enee-fiction adventure. 

B) There's a pronounced optimism that next season will be ripe for comedy shows — 
particularly situation comedies. 

For other news coverage In this Issue, see Newsmaker of the Week, page 4: 
Spot Buys, page 50: News and Idea Wrap-Up, page 57; Washington Week, page 65; SPONSOR 
Hears, page 68; and Tv and Radio Newsmakers, page 74. 


Mrs. America 
who controls 

the purse-strings 
of the nation 

tell her. . . 
il her with 


i I I ! I \ / \\V 

Penetrating Saturation with Daytime Spot-TV \ ^\ 

Advertisers who sell to the home and family are having marked suc- 
cess with PURSE-SUASION - through which sales messages are 
strategically placed, Monday through Friday, covering the entire 
daytime audience. Reasons for this success are obvious: 

1. It combines the persistence of Saturation with the impact of 

2. No other medium delivers your selling message with Television's 
penetrating power of Sight, Sound and Motion. 

3. Through PURSE-SUASION your commercial reaches Mrs. 
America at home— during her "business hours"— when you can most 
easily focus her thoughts on the health and comfort of her family. 

\ Developed by the stations Blair-TV represents, PURSE-SUASION 
| is available at rates that appeal to alert mass-market advertisers. It 
can be applied in one market — or coast-to-coast. For details, phone 
your nearest Blair-TV office Or use this handy coupon now ► 

Blair-TV represents these major-market stations: 

WABC-TV-New York 
WBKB— Chicago 
KTTV— Los Angeles 
WFIL-TV — Philadelphia 
WXYZ-TV — Detroit 
WHDH-TV— Boston 
KGO-TV— San Francisco 
WIIC — Pittsburgh 
KTVI — St. Louis 
WJZ-TV— Baltimore 
KFJZ-TV— Dallas-Ft. Worth 

KING-TV — Seaftle-Tacoma 
WPRO-TV— Providence 
WCPO-TV— Cincinnati 
WDSU-TV-New Orleans 
WFLA-TV— Tampa 
WBNS-TV— Columbus 
WMCT— Memphis 
WOW-TV— Omaha 
WNBF-TV — Binghamton 
WFBG-TV — Altoona 



TEmpleton 8-5800 Superior 7-5580 KEnmore 6-1472 WOod'rd 1-6030 CHestnut 1-5686 

Elgin 6-5570 Riverside 1-4228 Dunkirk 1-3811 Yukon 2-7068 ELIiott 6270 


415 Madison Avenue, New York 17, N. Y. 
I'd like complete information about PURSE-SUASION 
— and how to use it most effectively. Please phone 
me for an appointment. 

Street Address- 
City & State 



"Awarded to wspd-tv, Toledo, Ohio, 

for -the one ix SIDE' — a courageous 
and dramatic IB-program film expose, 
which led to immediate reforms 
of conditions at the Toledo 
State Hospital for mentally ill." 

Photographed and taped in the wards of the 
hospital by wspd-tv and presented as a public 
service, viewers of the 17 counties surround- 
ing Toledo learned for the first time such de- 
pressing truths as ; — 

• 70 patients in one small room. 

• One tub to serve the entire dormitory ("and 
your turn for a bath isn't until next week") . 

• No fire exit. 

• Toilets hardly more than boxes. 

• No beds — merely blankets on the floor. 

THE 01 

With the first program letters started to pol 
in — 20,000 of them before the series h.jl 
been completed, wspd-tv staffers carried thel 
and. films to the state capital, gained an au(l 
ence with the law-makers ; result ; — 
On June 18, 1957, the Toledo State Hospitl 
was voted approximately $2,000,000 for n«l 
units and to renovate the present faciliti<| 
Construction is well on its way to completkj 
. . . another in a long series of community pni 
ects undertaken, and brought to a successf| 
conclusion by a Storer Station. 

Hm wspd-tv 



WSPD-TV, Toledo, Ohio • WJW-TV, Cleveland, Ohio • WJBKTV, Detroit, Mich. • WAGA-TV, Atlanta, Ga. • WVUE-TV, Wilmington-Philadelphia ■ WSPD, Tolei 
WJW, Cleveland, Ohio • WJBK, Detroit, Mich. • WAGA, Atlanta, Ga. • WIBG, Philadelphia, Pa. • WWVA, Wheeling, W. Va. • WGBS, Miami, Fla. 

1 FEBRUARY 1955 



Across-the-Board News= 
All Aboard, Union Pacific! 

IF you're coming or going in Southern 
California (and most of the area's eight 
million usually are), Union Pacific will 
reach you . . . VIA KBIG RADIO. 
U P HITS SOLIDLY at the 99% radio 
homes and 80% radio-equipped cars 
(l!/t autos per family!) with four news- 
casts a day on The Catalina Station. 
"WE PICKED KBIG four years ago as a 
basic for Union Pacific" says Marion 
Welborn, Vice-President, The Caples 
Company advertising agency, "because 
its 10,000-watt island-based signal on 
740 kc covers all eight counties of 
Southern California, at lowest cost-per- 
thousand. This year we have quad- 
rupled KBIG programming for the 

"NEWS ON KBIG has both quantity and 
quality" adds H. J. Forbes, Union 
Pacific Los Angeles advertising man- 
ager. "Hourly reports from AP, UP, 
and City News Service, plus Sigalert 
traffic bulletins, give us complete cover- 
age. The air work of Alan Lisser and 
Larry Berrill, year-after-year award 
winners in their field, assures prestige!' 
KBIG or Weed contact has a handy file 
of case histories to help your evaluation 
of Southern California Radio. 

Nat. Rsp. WEED and Company 

at work 

Howard Webb, Ralph Allum Co., New York, is concerned with the 
ever-increasing bickering among the networks over rating superior- 
ity. "The networks." Howard says, "should cooperate with each 
other in the interests of a healthy future for television. The road 
ahead is likely to be rocky, especially if fee tv is sanctioned. And 
the networks have a far better 
chance of keeping their audiences, 
individually and together, if they 
work together." Howard points, 
in particular, to two networks 
scheduling spectaculars against 
each other on the same day and 
during the same time segment. 
The result, as they are fully aware, 
is a smaller audience for each 
show than if they were scheduled 
separately. "If networks would ex- 
change programing data and aline 
their major shows according to non-competitive activities, both the 
advertiser and the public would benefit. The advertiser would gain 
a much larger audience and lower cost-per- 1.000; the public would 
have a better choice of shows. As it is now, the impact of much of 
the advertising is lost because of severely competitive programing 

Inez Aimee, Atherton & Currier, Inc., New York, feels a big step; 
was taken when P&G announced that in the future it will decide the; 
form of discount plan to which it is entitled only at the termination 
of the contract, instead of operating on multiple plans and rates as) 
the campaign proceeds. "P&G will no longer fall victim to the 'spe- 
cial deals' offered only one prod- 
uct of a multiple-agency client and 
they will not lose out on package 
rates because they were unaware 
of them when the schedule was 
current," Inez says. "Too many) 
stations carry in their side pocket 
the 'unpublished rates' which are 
available only to some agencies 
buyers, etc . . . P&G's move force? 
these stations' hand. So that the) 
won't get caught in an awkwart 
position, they will have to publish 
nbinations, packages and continuing discount! 
Ultimately, this may result in uniformity of rate cards." Inez think;! 
that the few stations and reps which are concerned should reflect fo:V 
a moment and realize that previously they didn't have all thei 
cards <>n the table and are now merely catching up with the field 

I rates, types 



1280 KCv 





3 more broadcast leaders 
use Highway advertising; 


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quickly as possible. We're using National's displays on all important highways. 
We're pleased with the terrific comment these signs have produced. 
With their help, we're growing fast to first." 

These stations— like KPAY, KALL, KWHO, 

KSOP, KSCR, KIMN— and many other network affiliated 
stations across the country, are increasing "audience 

awareness" with National's displays. You can too. 


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For more information, send for the free illustrated 8-page 
booklet, "Station Identification on the Highway." Do 
it today! 



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Executive Offices: 33 S. Clark St. . Chicago, Illinois 
Chicago . Detroit • San Francisco . New York 

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33 S. Clark St., Chicago 3, Illinois 


Please rush your 8-page brochure on National's 

services for the radio-TV industry. 



...when you speak 
through KOIN-TV. 
In Portland and an 
ncredible 30-county 
area in Oregon and 
Washington, she looks most, 
stens most, reacts most, 
A/hen KOIN-TV is your 
voice. (Confidentially, 
the gentlemen from 
CBS- TV Spot Sales become 
positively lyrical when they 
discuss her buying habits. 
You need ask only once.) 

Agency ad libs 

The cul de sac of creative management 

John Orr Young, who gets top billing in the 
ad agency known as Young & Rubicam, was 
walking toward the New Haven R.R.'s 8:11 out 
of Saugatuck and, as is natural in the environs 
of that adman's commuter train, talking about 
the ad business. He was glad to see, he stated, 
that an ex-copy writer had ascended to the 
throne in the shop that gives me desk space and 
in commenting on the wisdom of such a move he listed several other 
former creative gents who were calling the shots up and down Madi- 
son, North Michigan Avenue and westward. The point Mr. Young 
was making was that, in his opinion, this was a healthy thing for 
the business in general. Which, of course, didn't curry any ill- 
favor with your jovial reporter whose background is rich with 
graphite and tissue-pad. 

After boarding the train, however, I started to compare the 
glories of being an Ad-Land Executive and Part-of-Management's- 
Team versus the simple charm of being a swashbuckling, pencil- 
in-ear copy man. 

Maybe it's un-American, certainly it's heresy but my mind kept 
toying with the thought that maybe there should be a way of 
relegating the top slot to a modestly salaried hired hand who isn't 
really the star performer himself. The prize fighter and the race 
horse and the champion dog have somebody see to it that the 
training table's got good food and the rent is paid and nobody 
steals any towels. 

Management must cover the details 

When you come right down to it, a lot of management thinking 
has to be on this level. There's the rent (those wonderful discus- 
sions of cost per square foot and if we add storage space in Cleve- 
land should we sign a 99- or 78-year lease?). There's The Retire- 
ment Plan (which never produced an ad or a commercial but takes 
more time to prepare than the three best campaigns in history). 
There's the Outside Office Situation (which someday will require 
office buildings to be hollow cylinders). All of which is topped by 
The Big Management Dilemma — does the tv department really need 
a m<>\ ieola? 

Perhaps this sounds like the busy day of a diseased mind — or 
a badlj run agency. But do not kid yourself, sir. In a personal 
business such as ours personnel is big business. Even the largest 
o\ agencies have very few employees compared to a manufacturing 
concern. Of these few employees more than half are concerned will 
work that is also being done in banks and beauty shops and bookie 
joints (secretaries, bookkeepers, receptionists, phone girls, etc.) — 
in other words, not with advertising. So the prexy of the ad agency 
darn well better have the answers for his ad makers as to why Old 
So and So gol the outside office for here comes Young So and So 
with blood in his eyes. And he better have the answer about the 

1 FEBRUARY 1958 

Pall Mall adds fuel to its sales fire 
by rekindling the power of its 
TV commercial in TV GUIDE. By 
pyramiding the impact of its story 
in print, Pall Mall successfully 
exploits TV GUIDE'S unique 7-day 
exposure. It makes a sustained 
impression on more than 131/2 
million readers. It also talks to this 
TV audience "in color." Net result: 
more power for Pall Mall, 
"greater length" for its sales story, 
lower costs for the ad budget. 
Your TV GUIDE representative can 
show you how you can do the same. 




"7-Day Showcase" For Your Product 




The NEW Nov. '57 ARB 





9:30 AM to 12 noon, 5 days a week, 
in 44 out of 49 



1:00 to 5:30 PM, 5 days a week, 
in 77 out of 88 
quarter hours rated.* 


7:00 to 10:30 PM, 5 days a week, 
in 50% of the 
quarter hours rated.* 



9 in the morning 'til I I at night 
in 54% of ALL 
quarter hours rated.* 

KTBS-TV 210 


. . . compare the November / 
March ARB and you'll see: 

KTBS-TV UP 57 Te- 
station B DOWN 12% 




the DOMINANT Station in 


Consult Your Nearest PETRY Man! 
"Nov. 1957 ARB Metro. Shrcvcport Survey 


Agency ad libs continued . 

lease in Des Moines just before the office 

signing of that 99-ye 

There's another aspect to consigning topnotch creative men to 
top management slots well worth thinking about, even if nothing 
can be done about it. Put simply — what a waste! Such a squander- 
ing of talent, so rare a commodity in a business that long ago faced 
a talent-drought! 

One quick glance at any magazine, a few minutes of viewing on 
any tv channel or listening to the radio is all that is needed to 
convince any sound judge of what is good advertising; that there's 
a desperate shortage of creative savvy. 

G.B.S. once said — he who can, does; he who cannot, teaches. For 
the ad biz that might well be paraphrased to: he who can is put 
into a job where he can't possibly. ^ 

(Editor's note: SrONSOR decided to free at least one adman for 






to cxet, *,7> t -> 

coo&dim arose 

r t'q'q 

0£rn/e£N COFFIB 
AND BNmZrA/Mftlf 

SOAP 4 MP r/$5C£. 

(JmjThJ V^ 

O C. j "o O Q .n 

serj t/P X#A$ 
p/wry, &m/uu<> 

5CHB DC A E~ G- \ 
ae»/i^ Ail tteirs i 
TcHRJCe 5U€£ 
4ti c/tu coue,. 

cMS(j{.r#Nr re 




MOT &Q6>S#7, - 

loped by SPONI 

esearch staff, allows the large, 
en -day administrative detail. 

Meet Bob McConnell 


Experienced broadcaster . . . with a flair tor programming and sales . . . tempered 

by sound business judgment . . . highly respected throughout the industry 

. . . Bob helped build WISH-TV. ^ 

A Hoosier . . . native to Indianapolis ... a leader in his community . . . 

Bob McConnell knows the people WISH-TV serves and how best to reach them. 

Bob is one of the important reasons why WISH-TV Q® dominates 

the nation's 1-uh television market, consistently wins more quarter hours than 

all other stations combined* and averages - * 1 ". . more viewing families than the next 

Indianapolis station. Let Bob and WISH-TV help you in Indianapolis. 

Represented by Boiling. 

♦Total week (Metropolitan ARB 11 57.) 

A CORINTHIAN S TAT ION Responsibility in Broadcasting 

KOTV Tulsa < KGUL-TV Galveston, serving Houston • WANE & WANE-TV Fort Wayne • WISH & WISH-TV Indianapolis 


"K(»: Naturally, Mr. Hooper!" 

in San Francisco 


Pulse Agrees - HflBY Ho. I 
Station Bam to midnight! 

When the facts are bared — Hooper, Pulse, and Nielsen 
agree KOBY is the dominant first in America's sixth larg- 
est market! For example, September-October Pulse shows 
a 16.2 overall average share . . . nearly 20% higher than 
the number-two station. Top this off with KOBY's audi- 
ence Composition Percentage in San Francisco-Oakland 
of 81% adult listeners, average 6 am to midnight. No 
wonder KOBY turns over products . . . not audience! 

KOBY 10,000 watts • full time 

San Francisco is KDBYland 1 

SEE PEJ-RY fOR KOBY San Francisco 
and KOSI, Denver's No. I overall 


49th ail 

Optimistic outlook 

\\ c wire pleased to read, in a recent 
issue of sponsor, about WJTN's happy 
editorial policy to "accentuate the 
positive'" when the present fashion 
seems to be much wailing at the wall 
about our economic woes. 

Although we don't decry facing the 
facts about business, there's more neg- 
ative thinking and negative talk than 
the situation warrants. We're glad to 
pass along a little slogan that's going 
round here in Detroit to anyone who 
wants to use it. "Everything's Great 
For '58!" Could be! 

Marie M. Winthrop, President 

Tech Agency, Inc., 

Detroit, Michigan 

Radio campaign 

Some months ago SPONSOR printed an 
interesting article regarding the expe- 
rience of the Higbee Company, one of 
the leading department stores in this 
city, with a radio campaign for a spe- 
cial line of men's suits in their Bran- 
don Shop. 

We would appreciate it if > ou would 
send us a copy of the magazine con- 
taining this article. 

H. P. Scharf, adv. mgr. 

The Richman Brothers 


• This article appeared in the 6 April 1957 
issue of SPONSOR. The 25 January 1958 issue 
rarried a romplrte index of SPONSOR articles 
published July-December 1957. 

Spanish language feature 

Our station is preparing a special piece 
of promotional material emphasizing 
the importance of Spanish language 
radio in Southern California. 

We would like very much to excerpt 
portions of some of the material in 
"Gateway to a 3 Billion Dollar Market" 
which appeared in the 26 October issue 
of SPONSOR and which refers to our 

Bobert Griffin 

p.r. director, KWKW 


Saturation radio 
I have just been re-reading "Satura- 
tion radio vs. newspapers" (sponsor. 
7 December, 1957). Have you any 
thing on "Television vs. newspapers?' 
Would be most grateful for reference, 
and tear-sheet if available. 

Kind regards from a very regular 

Timothy Matthews 

program dir., 

CKGN-TV, Northbay, Ontario 

• On page 25 in the 21 December 1957 issue 
SPONSOR ran a complete inter-media compari- 

Locol station dilemma 

sponsor has set this "noggin" think- 
ing . . . asking why I can't get national 
sponsors with products to sell rather 
than just local participation as has 
been the case for the past nine years. 

Delaware County has passed the half 
million mark population-wise and could 
be an excellent "test area." Our station 
covers a tri-state area: eastern Penn- 
sylvania, Southern New Jersey and 
Delaware, yet we are considered under 
the Philadelphia "umbrella" and when 
campaigns are run or advertising is 
placed, the network stations are used. 
The sponsor feels he is blanketing the 
area when he actually isn't. 

I was particularly interested in the 
reply to Joe Csida by Ben Strouse 
of WWDC because he so aptly de- 
scribes the service performed by local 
stations to the local community. 

I honestly feel it's the local soul 
who knows what the people want and 
how to present it. But the problem is 
how to convince the timebuyers that 
this is true. 

Marion Pedlow, WDRF 
Chester, Pa. 


I wa 


wondering, if you have had in 

any past issue of your magazine any 
material or data pertaining to the 
effectiveness on radio of a live com- 
mercial as opposed to a jingle. 
Harry Wood, radio & tv timebuyer, 
MacLaren Advertising Co., Limited, 
Montreal, Quebec 

• In the 28 September 1957 issue SPONSOR 
ran an article titled "Should vou drop a suc- 
cessful jingle?" The 9 March 1953 issue of 

1 FEBRUARY 1958 


1 *• 'A *"* 

mk. ^H 

Mr Turn to 1 
J page 55 [ 

jusf great/ 

You've done it again. Ya missed 
A the biggest single TV buy in the 
West. You passed up the Cascade 
Television package again . . . this 
KIMA-TV with its satellites. Doesn't 
an exclusive billion-dollar market 
tickle your fancy? Here's a half- 
million people and Cascade's got 
'em — exclusively, tet's not miss it 
again, Smidley, or we'll be miss- 
ing you around here. 
Quite a market . . . 
General merchandise $60,135,000 
Apparel $26,172,000 




with its satellites 
KIPK-TV, Pisco. Wist. 
KUW-TV, Lewisto, Utk, 

fytnti, Meses lake. Wish. 




Sn;rrc: Luteal UiB. latest Pulse. 

WHCT is first in Hartford ! 


a**** 8-8 


whct is the number one television 
station in the Hartford area. From 
8 am to sign-off, seven days a week, 
cbs owned whct tops all competing 
stations in its total-week share of 
audience and total quarter-hour wins, 
according to both arb and pulse. 

For example, during the all-important, 
highly competitive nighttime hours, 
arb and pulse agree that whct has . . . 

The largest share of audience (29.1, ARB,) 
The highest average rating (13.6, ARB,) 
The most quarter-hour wins (73% more than 
the 2nd station, 82% more than the 3rd, ARB) 
The largest number of Greater Hartford's top- 
rated network shows (14 of the top 25, AK&) 

Greater Hartford's favorite early criming local 
news program ("Seven O'clock Report" ) 
Greater Hartford's top-rated late evening news 
program ("Eleven O'Clock Report") 

From any angle, throughout Hartford- 
New Britain (where family income is 
third highest in the nation) the leading 
television station in the market is . . . 

WHCT Channel 18 - CBS Owned 

Represented by CBS Television Spot Sales 

Square miles don't 
buy your product 

People do 


You need coverage AND audience. 

In WHB's 96-county world 

WHB is first in 432 of 432 quarter hours audience shares consistently in the 40% bracket. 

ii a.,,,, to midnighl (Pulse, Kansas City 96-county Aml - WHB is the dominanl first among every im- 

area . . . 6 a.m. to midnight, Monday through portanl audience-type! 

Saturday, Sept., 1957 Talk to a Blair man . . . or WEB General Manager 

Whether it be Metro Pulse. Nielsen, Trendex or Georgi W. Armstrong. 

Hooper . . . whether it be Area Nielsen Or Pulse . . . 'situated in Missouri, Kansas and Iowa 

Willi is the dominant first throughout . . . with WHB KANSAS CITY 10.0(H) ,ralfs,71< 

WDGY Minneapolis St. Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 




1 FEBRUARY 1958 


1 FEBRUARY 1958 

Short-term participations in nighttime 

Slow swing to live 


So say admen now starting fall planning. They foresee a slow swing 
toward live programing to make shorter commitments possible. Greatest 
danger: An aura of caution that could downgrade programing, ratings 

by Evelyn 

I his week a top-level adman told sponsor what it 
would take to lure him back into regular network tv 
sponsorship next fall: 

"The guarantee that we could get out from 
under in case of need." 

The adman in question is the granddaddy of all 
big-show tv sponsors: Don Stewart, advertising direc- 
tor of Texaco. He has seen the medium through the 
days of Milton Berle's 80 ratings and virtually in- 
delible Texaco sponsor identification to today's split- 
sponsorship, split-audience era. 

Now, like most admen, he approaches fall network 
tv planning with caution. Before committing multi- 
million budgets, admen want to find ways of hedg- 
ing the bet. 

As a result, sponsor this week found these trends 
emerging from the search for the safe network buy: 

Clients demand more flexibility. They've got two 
big reasons for fearing the long-term commitment. 
There's the perennial fear of being tied into a flop. 
But in these uncertain business conditions, top man- 

1 FEBRUARY 1958 

Client pressure is on tv nets to open 

prime time shows for short-term insertions to 

meet today's need for greater flexibility 

agement also hesitates to commit ma- 
jor sums of money on as long-range a 
basis as network tv usually requires. 

The networks are aware of this 
problem of course. Bill Hylan, CBS TV 
sales v.p., summed it up at the Janu- 
ar\ affiliates meeting: 

'" \ client who decides to sponsor a 
weekly half-hour program can be faced 
with the decision, in April or May, to 
set aside $5 million or more of his 
budget to cover a 12-month period 
which will not start until the following 
September. Such a commitment is not 
undertaken lightly by anyone, and cer- 
tainly not by most American business- 

The pressure is mounting among 
some of the biggest-budget advertisers 
today in regard to their commitments 
where both time and production costs 
are concerned. The number of clients 
who've been trying to unload parts of 
their network tv shows to co-sponsors 
has increased in recent weeks. 

"Talk of recession has frightened a 
number of clients," Revlon ad v.p. 
George Abrams told SPONSOR. "More 
advertisers today want to keep a larg- 
er chunk of their budget as a 'con- 
tingency fund' to be thrown into trou- 
ble areas. Shorter network contracts 
would give them this added feeling of 

Nighttime participations can draw 
small-budget clients. An increasing 
number of moderate-budget advertisers 
fear that network tv costs don't allow 
them sufficient regular exposure. 

"Even alternate-week sponsorship is 
becoming too high for medium-size 
budgets," says FCB's tv-radio v.p. 
Roger Pryor. "The question then is 
whether exposure once every three 
weeks, for instance, is sufficient for 
some package goods. Less frequent 
appearance will produce a point of di- 
minishing return to the advertiser." 

To keep these clients in network tv 
next fall and draw some smaller-bud- 
get- into nighttime, clients and agen- 
cies are beginning to pressure today 
for more participation opportunities. 
What the) want is the opportunity to 
buj into one or two prime-time shows 

on each network on a one- or two- or 
three-insertion basis (See BBDO's Bob 
Foreman on network tv opportunities 
in sponsor 18 January 1958.) 

"With the continued swing to co- 
sponsorship, show identification is be- 
coming more and more of a nebulous 
luxury as it is," says the media direc- 
tor of a major cigarette brand. "At 
the same time, buying into a show on 
an insertion basis won't lessen the cli- 
ent's identification opportunities, if he 
stays in long enough. It just gives an 
escape hatch. And it also gives him 
a chance to broaden his audience base 
by buying into several shows rather 
than one, if he chooses." 

Clients would like to see the net- 
works open up certain shows for such 
short-term opportunities before fall 
buying gets into swing in April. 

Said Bob Foreman in sponsor: "By 
announcing to the trade now this pol- 
icy innovation, a network makes it 
clear that the slots offered to adver- 
tisers are not Distress Merchandise." 

At the same time, the networks could 
use this means to encourage new net- 
work tv appropriations for fall from 

advertisers who previously considered 
themselves too small to undertake 
prime-time buys. 

Swing toward more live shows may 
be in offing. The pressure for flexi- 
bility and shorter-term contracts may 
encourage more live programing. 

"It's certainly easier to get short 
commitments with live rather than 
film programing, and that can be an 
advantage not to be overlooked," says 
Campbell Soup ad director Rex Budd. 
"Of course, a show like Lassie can't 
be done live. But clients today have 
a wide range of formats they can pick 
from that lend themselves to live." 

Agencymen doubt that the balance 
between live and film will change dras- 
tically by fall 1958. but a number an- 
ticipate a slow swing back over the 
next two years from the earlier-day 
plunge into film. 

"There's an inbuilt limit to the kind 
of flexibility a film producer can af- 
ford to offer," says Texaco's Don 
Stewart. "His investment makes short- 
er contracts hard to figure. But even 
a 26-week commitment rather than 39 
or 52 would give clients more breath- 
ing space." 

To what extent live programing in- 
creases next fall still hinges on the 
caliber of programing, live or film, 
that will be offered this spring. It 
also depends on the type of escape 
hatches film producers will be able to 

Net tv future depends on how business goes 

Upturn . . . 

Client "wait-and-see" atti- 
tude reflects current busi- 
ness uncertainties, rather 
than a changed attitude to- 
ward network tv. As ABC 
TV sales v.p. Thomas 
Moore points out, "network 
tv has been whittling down 
its cost-per-1,000. Current- 
ly 50 r /c of ABC's nighttime 
shows have a cost efficiency 
of $3 or less." If business 
gets better, clients might 
si a 1 1 Inning network tv on 
similar long-term basis as 
in years past. But buying 
season is likely to start 
later than it did last year. 

Downturn . . . 

// recession deepens by late 
spring, pressure for shorter 
network commitments may 
force networks into new 
sales policies. While the 
networks are still holding 
off on major sales policy 
decisions, CBS TV sales 
v.p. Bill Hylan predicts a 
possible swing to live as a 
means of making short con- 
tracts possible. Says ABCs 
Tom Moore, "Those who 
may want shorter commit- 
ments will get them but 
most will take the cost ad- 
vantages of longer-term 
network tv commitments." 

work into their contracts. 

Says CBS TV's Bill Hylan: "We can 
anticipate a tendency on the part of 
advertisers and their agencies to short- 
en the length of the initial commit- 
ment next season — particularly on new 
programs which are on film. This 
could conceivably result in a trend to 
live programs if the purveyors of film 
can't provide greater initial flexibil- 

Admen may also favor more live 
for fear of being caught flat-footed 
with a flop. The live show can be im- 
proved from week to week. If ratings 
droop, the format can be changed dras- 
tically in a short time. But if a film 
show falters, the show doctors may 
have to work eight to 10 weeks ahead 
before improvements show up on the 
home screen. 

Admen want research to back up 
show choice. Judgment alone won't 
ring up a sale with top company man- 
agement these days. Before a company 
president approves a multi-million 
show investment today, he will want 
assurances that the show has a fair 
chance of success. 

This means a greater emphasis on 
program research: The networks will 
have to back up their properties with 
more audience pre-testing. Packagers 
will be expected to show more than 
track records for other properties. And 
top agencies are working hard on de- 
veloping new research techniques right 
now to forecast show success on the 
basis of some reasonable trial run. 

"Today, when top management is 
more concerned than ever with getting 
a return on its tv investment, there's 
pressure to play safe," says Revlon's 
George Abrams. "No one can take 
the risk out of show business, but some 
show testing before a commitment can 
minimize the gamble." 

Can clients get stung next fall by 
playing it too safe? Admen are be- 
ginning to fear that a less adventure- 
some or experimental fall in terms of 
programing concepts could result in a 
drop in total viewing hours. At the 
same time, the feeling among individ- 
ual clients to date is that they'd prefer 
to stick to the types of shows, like 
Westerns and adventure, that had solid 
records during the past season. 

"Next fall's programing will only be 
as good as the stuff the packagers and 
networks come up with," says Bristol- 
Myer's Don Frost. "Of course, it's 

Two top clients tell what they demand of net tv 

Texaco's Don Stewart 

says flexibility and 

escape clauses are vital 

lures for regular net 

tv sponsors today. Few 

can afford to commit 

millions for one year. 

Bristol -My er's Don Frost 

would like to see shorter- 
term contracts for time 
and programing. "But" 
he says, "the economic 
situation will dictate 
length of fall contracts." 

still early, but so far I've heard mainly 
of adventure, mystery and Western 
shows being offered for fall. That 
doesn't mean that these new entries 
may not be good just because they're 
in familiar categories." 

If live programing becomes more 
appealing, admen see hope for new 
concepts in the contribution of net- 
works, packagers and agencies alike, 
since the initial investment is less spec- 

Says Lehn & Fink product manager 
for Lysol Dick Seclow : "Actually, who 
calls a season uninventive? The critics 
blasted last fall's entries, but total 
viewing hours held up." 

The search for guaranteed audi- 
ence is on. But it's tough to hit on a 
sound formula. While the concept 

dates back to network radio's heyday 
(Eddie Cantor once signed such a con- 
tract), it's unlikely that any segment 
of the tv industry could afford to 
carry the burden of rebates on the ba- 
sis of rating flops. 

Nor would guaranteed audience 
formulae solve the client's real con- 
cern over his network tv investment — 
that is, the sales return. Most admen 
look at tv with this rule of thumb in 
mind: There should be roughly a 10% 
relationship between tv and sales in 
the package goods field. This means 
that a $4 million tv investment pays 
out when it produces $40 million in 
sales. The size of the audience alone 
is no insurance that such a sales-to- 
advertising ratio w?H be achieved. 

"In as uncertain a field as show 
{Please turn to page 52) 


. * 

George Abrams, 
Revlon v. p. and 
chairman of ANA radio- 
tv committee, proposes 



Miles Wallach, 
research firm head, 
spells out the details: 

Personal coincidental interviews 
(offered for the first time) 
backstopped by telephone calls; 
samples of about 3,000 per half 
hour for network tv; audience 
composition data validated by 
checking in the room where the tv 
viewing is taking place; an answer 
to the tuning-vs. -vie wing hassle 

I o an advertising business bedeviled 
by a variety of tv ratings and rating 
methods, another entry was presented 
this week. 

Described as the answer to the rat- 
ings muddle, the new service, offered 
bv M. A. Wallach Research, Inc., has 
the distinction of being sponsored by 
a prominent advertising executive, 
George Abrams (whose idea it was), 
vice president of Revlon and, perhaps 
significantly, chairman of the radio 
and tv committee of the ANA. 

It also has the distinction of offering 
for the first time on a regular basis, 
the personal coincidental method 
which, though not new by any means, 
has never been used by a rating serv- 
ice in the U. S. The personal coinci- 
dental method requires interviews in 
the home to gather rating data cover- 
ing only the moment of the interview. 



While the personal coincidental 
method has a number of uses in mar- 
ket research, its particular value in rat- 
ings is that, when properly conducted, 
it combines the advantages of the co- 
incidental method (the respondent is 
not required to remember anything) 
and the interview method (the inter- 
viewer can gather a variety of infor- 
mation and, in some cases, check on 
its accuracy). On the other hand, the 
personal coincidental method is expen- 
sive because, for tv rating purposes, 
each home visit results in viewing data 
at only one moment in time. Under 
the Wallach setup, personal and tele- 
phone coincidental interviews would 
be combined to provide samples of 
3,000 per half hour. 

In aligning himself on the side of 
the personal coincidental method, 
Abrams, who stressed he had no finan- 
cial connection with the Wallach firm, 
described his interest as representing 
the interests of advertisers in general. 

"This is an effort to solve a mess," 

he said. "Nobody is really satisfied 
with the ratings situation. Everybody 
has been complaining. Ratings have 
become a joke in the minds of consum- 
ers. Obviously something has to be 
done. If I'm worthy of being chairman 
of the ANA's radio and tv committee, 
I have to do something." 

Abrams said he was seeking a sin- 
gle service acceptable to everybody. 
Current rating services, he felt, all 
have faults. While conceding that 
ARB's instantaneous rating service, 
Arbitron, was a step forward, he de- 
clared that electronic methods, includ- 
ing Nielsen's, emphasize set tune-in 
rather than actual viewing. And, he 
added, there were questions in his mind 
about the diary and aided recall meth- 

There is no substitute, Abrams main- 
tained, for asking a person in his home 
at the moment of viewing what he is 
watching. And there is no reason, he 
said, why the combination of personal 
and telephone coincidental couldn't re- 
sult in the one best source of tv audi- 
ence data. 

The proposed service would be op- 
erated by a research firm which has 
been in business for about 10 years. 
Its president, Miles A. Wallach, has 
supervised market research for a num- 
ber of advertisers and agencies includ- 
ing Revlon, Kastor, Farrell, Chesley & 
Clifford, American Home Products, 
FC&B, Campbell and NBC. 

Initially, Wallach has his eye on the 
tv network field but he intends to ex- 
pand his service to local markets. A na- 
tional probability sample has been de- 
signed covering 600 areas. Interviews 
would be conducted one week each 
month. Wallach intends to get around 
the "rating week" hassle by interview- 
ing on different weeks of the month. 

Interviewing would cover seven eve- 
nings a week from 6:00 to 11:00 p.m. 
Because of the expense of the personal 
coincidental method and because of the 
prevalence of strip programing in 
weekday daytime web tv schedules, 
Wallach would gather data on one 
weekday before 6:00 p.m. He said that 
a study of ratings had convinced him 
there was not much difference in day- 
time viewing from day to day during 
the week. In addition, interviews will 
be made all day Sunday. As for Sat- 
urday, Wallach said he had not yet 

made up his mind whether to cover it. 

Wallach has set himself up a monu- 
mental interviewing task. Because of 
the nature of the coincidental method, 
a large number of interviews are re- 
quired. Wallach has charted as his 
goal a per-broadcast national network 
sample larger than that used by any 
service except Video-dex. He envisages 
15,000 personal coincidental interviews 
alone per evening, which comes down 
to 1,500 per half hour. Wallach esti- 
mates that nearly 2,000 interviewers 
would be at work simultaneously each 
evening. This means that each inter- 
view would cover an average of eight 
homes during the entire evening. 

On top of this would be an equal 
number of telephone coincidental in- 
terviews. The telephone method has 
been superimposed on the personal for 
two reasons: First, it will provide a 

COMING: Another 
plan to solve the rat- 
ings muddle will ap- 
pear in an early issue 

check on the personal interviews and 
vice versa. Second, telephone inter- 
views will be used to cover rural and 
farm areas where it would be prohibi- 
tively expensive for interviewers to 

In most cases, telephone interviews 
would cover the same areas as the per- 
sonal coincidental interviews plus the 
less densely populated areas. In some 
areas there would be telephone calls 

The two sets of data from telephone 
and personal interviews would be com- 
bined by a method which Wallach de- 
scribes as statistically reliable. His re- 
ports would show both the combined 
data and the individual figures gath- 
ered by each method. However, Wal- 
lach does not intend to sell either the 
personal or the telephone coincidental 
figures by themselves. 

Naturally, in expending this huge ef- 
fort, Wallach intends to get more than 
rating data. So far as personal inter- 
views are concerned, he is after the fol- 



Men rating service would supply commercial 
memorability, station-break audience data 

lowing information: 

• Audience composition. 

• Viewing of all sets in the home. 

• Commercial memorability and ac- 

• Actual audience to station-breaks. 

• Channel-to-channel movement for 
the preceding hour. 

The telephone interviews would not 
attempt to get this much information. 
Telephone interviews are most effec- 
tive when short and. furthermore, the 
interviewer cannot check the accuracy 

where the viewing is going on. Thus, 
interviewers would not only be able to 
count the number of persons viewing 
but jot down data on sex and age 

Most important of all would be the 
presumed ability of the interviewer to 
nail down the answers to tuning vs. 

"I know that the agencies are par- 
ticularly anxious to learn whether day- 
time tune-in figures reflect actual view- 
ing." Abrams said. "With the person- 

Status of Arbitron 

Abrams-Wallach rating service proposal 
follows close on the heels of another tv 
service, Arbitron, ARB's instantaneous rat- 
ing technique. ARB President Jim Seiler, 
left, reports Arbitron, currently behind 
schedule, is ready to roll in New York ex- 
cept for the technical problem of "balanc- 
ing" electronically the telephone lines from 
the 300-hnme sample to the central office. 

■ it I lie response. However, they would 
provide additional information not got- 
ten by the personal interviews — rural 
and farm viewing. In addition, the 
telephone interviews would ask about 
audience composition and channel-to- 
channel movement. 

Judging from Abram's explanation 
of the proposed survey, audience com- 
position would be the most valuable 
information gathered in addition to 
ratings. Particularly important, ac- 
cording to the Revlon executive, is the 
fact that interviewers would be able to 
validate this information. They would 
be instructed to interview in the room 

al coincidental method you can deter- 
mine this accurately." 

Can interviewers get all this data? 
Will they be able to gain entry into a 
room while people are watching a pro- 
gram and ask questions about it? Wal- 
lach doesn't regard this as much of a 

"We did a study for a large food 
company in which the interviewer had 
I., observe the eating habits of people 
during mealtime. That's a tougher job 
than observing tv viewing and yet we 
got cooperation in 90^? of the cases. 
This was no small survey, either. There 
were 7.000 homes involved. You might 

think people would not be anxious to 
show a stranger what they're eating — 
or drinking. But you'd be surprised 
how cooperative people are. I do pan- 
try surveys in which people are asked 
to show scores of brand products. This 
is a common type of survey and there's 
no real problem in getting informa- 

Whatever problems do exist in devel- 
oping an interviewing technique will 
be tackled in a pilot study to be done 
in Syracuse, N. Y., sometime in Febru- 
ary, according to present plans. The 
test will use a probability sample and, 
except for the area covered, will at- 
tempt to get the same kind of infor- 
mation which would be sought on a 
national basis. While Wallach did not 
detail the problems he seeks answers 
to, it is likely that kinks will have to 
be ironed out of the proposed ques- 
tionnaire and techniques to gain entry 
and gather information refined and 
tailored to the problem at hand. 

So far as actual rating data goes, in- 
formation gathered would include both 
average minute and total audience fig- 
ures. Sample size, however, would 
tend to vary somewhat per half-hour 
since there would be around eight per- 
sonal coincidental interviews for ten 
half-hours during the evening. This 
means that each interviewer would be 
skipping around two half-hours each 

On the other hand, the large number 
of different homes visited would result 
in over-all sets-in-use figures of high 
accuracy. One week of interviewing at 
night would provide a sample of more 
than 100,000 homes. 

The coincidental method does not 
provide rating buyers with cumulative 
audience data. Conceivably, this could 
be a serious omission in view of the 
fact that Nielsen — Wallach's most ob- 
vious competition — provides that kind 
of information. Abrams contends that 
lack of cume is no great loss, however. 

Another kind of information along 
the same lines not provided by the 
coincidental method is audience over- 
lap for different programs, informa- 
tion of interest to clients who sponsor, 
or want to sponsor, more than one 

One of the deficiencies of some of 
the other rating services Wallach seeks 
to remedy is the time lag before re- 
ports are published. He is aiming at 
giving reports out two weeks after field 
work is completed. 

1 FEBRUARY 1958 


The question of cost is a key one 
and Wallach acknowledges the fact. He 
would not give any details on rates and 
probably will not be sure himself until 
the pilot study reveals whether there 
are any unforeseen cost elements. As 
he pointed out to SPONSOR, he can't 
charge much more than Nielsen and 
remain competitive, while, because of 
the nature and scope of the personal 
coincidental method, he can't charge 
much less either. 

SPONSOR-SCOPE of 25 January 
described the new service as a $13 mil- 
lion a year operation. This would fit 
in with one research executive's esti- 
mate that a personal coincidental in- 
terview might run around $6 per home, 
including overhead. With 1,500 inter- 
views per half hour and assuming 35 
nighttime hours plus 16 daytime hours 
covered, this means there are 153,000 
interviews per report or 1,836,000 in- 
terviews per year. At $6 per head, the 
total would come to $11 million. 

According to an authoritative source, 
telephone coincidental costs per half 
hour for a sample of 400 would run 
about $65, including tabulation. With 
a sample of 1.500. the cost per half 
hour might run about $150. With 51 
hours a week, the cost would come to 
115,300 per report and $183,600 per 
year. However, the usual telephone co- 
incidental estimates are for urban 
areas. Since a part of the telephone 
coincidental interviewing would be 
done in rural areas, the cost probably 
would be higher. 

However, Wallach disputes the esti- 
mate of $6 per home for personal co- 
incidental interviews. He said he had 
done personal interview studies for $4 
to $5 per home that were more com- 
plicated than a visit for tv information 
would be. Assuming, therefore, a $2 
cost per home the cost per year of a 
personal coincidental study would be 
about $3.6 million. It can be seen that 
the conflicting pressures of economical 
vs. careful interviewing could make a 
considerable difference in the price. 

Wallach said he would offer special 
ways of buying to the networks to 
bring down the cost. One way he men- 
tioned was allowing networks to buy 
lor shorter periods than a year. 

When asked why no one had ever 
come out with a personal coincidental 
rating study on a regular basis, Wal- 
lach answered, "They were afraid of 
bucking competition." Wallach, ap- 
parently is not. ^ 



| And the music goes around, o-ho 

The stunt: At KIWW, San Antonio, the day began like any 
other broadcasting day. There was the "sign on" and "devo- 
tional." But from then on, it had no resemblance to standard 
operating. By that evening, a total of 1,573 phone calls were 
received from baffled listeners who had been treated to a whole 
12 hours of listening to the same record — an original Mexican 
ranchera tune — played over and over again. D.j.'s announced 
record titles, but all they played was the ranchera. The sta- 
tion's doors were locked. Its three trunk lines were blocked by 
incoming calls. Many puzzled San Antonians who couldn't 
get through to the studio phoned the homes of Juan Gattas, 
KIWW program director and its owner, Bob Pinkerton. Some 
even phoned the police department. The next day, tape re- 
cordings (which had been made of some of the calls) were 
played back on the air. Sample comments: "Is the announcer 
drunk?" "Something must be wrong with your record player." 
"Whose idiotic idea was that?" A d.j. asked if they should 
play it again, and the next 10 minutes brought 60 calls — 48 
Yes and 12 No. The same stunt was done simultaneously on 
Texas stations XEO, XEOR, and KTXN. 

The implications : Gags and grass-fires have a way of spread- 
ing, and if this one gets out of control, here's what admen can 
look for on Madison, Wacker Drive and Wilshire Boulevard: 

• Employees of the Finn & Haddie Agency received their 
same pay checks over and over again for a whole year. Owing 
to the cancellation, however, they were only able to cash it 
once. Everyone agreed it was a fine joke and laughed heartily. 

• The same episode of the adult Western, Trampas Walk 
Willie, had its 309th consecutive showing in as many nights on 
WEAK-TV. Ratings have held up well. Not many tv fans are 
calling the station any more because somebody cut the wires. 

• Every day for the past four months, Wilma Greech, time- 
buyer for Turnbuckle & Sluice, has been sending out requests 
for avails but to date has not bought a single spot. Reps who 
have been rushing up with lists are laughing themselves silly. 

• WHEW-TV threw its programing format out the window 
yesterday. Pete Moss, the station's farm director and long the 
favorite personality in this section of the Ozarks, was kept on 
the air from sign-on to sign-off. By 10 a.m., Pete had run out 
of talk, so for the rest of the day and night he read the live- 
stock quotations over and over again — a total of 1,119 times. 
By 11 p.m., the number of rocks thrown through the studio 
windows tipped off the station management that Pete was no 
longer a favorite personality. He leaves WHEW-TV tomorrow 
to open a tractor-seat repair shop up North. 

• Every morning for the last 30 days, Brockton Warp, presi- 
dent of Warp & Woof Agency has found the same telegram on 
his desk from his only client: "Effective today we are trans- 
ferring our account." An hour later, he always gets a call from 
the client who chuckles and says, "I'm only kidding." Warp 
has laughed off 80 pounds at the gag; remarks: "It shows the 
power of repetition in advertising." ^ 


Polaroid bets tv personalities like Jack Paar 
and Steve Allen are good photographers 
as well as salesmen. They shoot Polaroid 
photos — live — to demonstrate the picture- 
in-a-minute camera. Return on the big 
gamble : Sales have doubled in three years 

w ales gross up a total of 41%. 
Stock shares split four-for-one. 
Product practically sold out in stores. 

That was the picture at Polaroid 
Corp., Cambridge, Mass., as the firm's 
heaviest year of tv advertising drew to 
a close — and shaped up as the biggest 
365 days in the company's history. 

This state of affairs gave tv what 
practically amounts to a ranking as the 
high lama of advertising media in the 
eyes of Polaroid's congregation of 
happy stockholders. 

And these corporate owners are also 
regarding their advertising planners 
with reverence. For what they're do- 
ing in tv takes guts. They take a cam- 
era, a product that would be regarded 
by some admen as a cantankerous in- 
strument not to be relied on for un- 
erring performance, and sell it with 
live tv commercials. Any product mal- 
functiorj and the whole network view- 
ing world would know it! 

What's happened? Polaroid started 
using tv regularly with this approach 
in late 1954. That year ended with a 
gross of about $23.5 million — the 1957 
total is expected to be more than dou- 
ble this amount. 

Also, Polaroid executives are credit- 
ing heavy tv advertising last Novem- 
ber and December with creating a sell- 
out of their camera in a number of 
photo outlets across the nation. 

Faith in tv's sales power, and the 
live commercial approach, is mirrored 
in management's increased investment 
in the medium during the past three 
years. This is the picture: 

• In 1957, sponsor estimates the 
New England firm spent over 70% of 
an approximate $1.5 million advertis- 
ing budget in tv. 

• In 1955, tv's slice was only about 
45% of a SPONSOR-estimated $825,000 
advertising allotment. 

Why the substantial increase in tv 

advertising while print allotments 
stayed virtually the same? Polaroid 
has probably the world's most exciting 
demonstration product — a camera that 
has the unique facility of producing a 
finished snapshot 60 seconds after it's 

"We would have known demonstra- 
tion was our best advertising method 
even if there'd never been tv," a com- 
pany spokesman said, "but tv lets us 
demonstrate it to millions at once." 

Polaroid Corp. was founded in 1937 
by Dr. Edwin H. Land as a manufac- 
turer of light polarizing filters and 
lenses. It introduced the camera, only 
one of its kind in the world, in Boston 
during the Thanksgiving holidays of 

Up to that time Polaroid sold to the 
consumer only indirectly, primarily 
through sunglasses and camera filters 
marketed by other companies that used 
the Polaroid optics. American Optical 


WE ► ► ► 

"Will it be goody" seems to 

salesman Jack Paar is asking himse 
after snapping Tonight singer Bett 
(right), and he shows teh 

was and still is one of Polaroid's big- 
gest customers for sunglass lenses. 
During the war years the company 
specialized in government work. 

Today, Polaroid's light polarizing 
glass products are found on crack U. S. 
rail streamliners, as well as such pa- 
latial ocean-going vessels as the S.S. 

But the real financial backbone for 
Polaroid today is its line of picture-in- 
a-minute cameras, five models ranging 
in price from $72.75 to $169.50. 

A Polaroid annual report for 1955 
estimates that 92% of the income that 
year was derived from camera, film 
and accessory sales. This percentage 
is fairly accurate for application to the 
1957 sales total also, according to 
Polaroid's admen: Stan Calderwood. 
company advertising manager; Joe 
Daly, vice president of Doyle Dane 
Bernbach and account supervisor for 

(Article continues on next page) 





% TV 



$ 825,000* 










Growth of Polaroid since 1955 is reflected in sales figures — and increasingly 
larger advertising budgets each year. As the budget grew, so did tv's share 
of the dollar; about 27% in the three-year span. Polaroid is planning fur- 
ther increases in the ad budget for 1958 — with most of the money slated for 
the tv medium. Plans are definite now for continuing participations on the 
Tonight show. Radio is most likely out of the advertising picture because of 
Polaroid's belief in the power of demonstration for its photo-in-a-minute camera 



Polaroid* s live commercials sell 

"the fun of photography," — the photos 

themselves, not camera hardware 

Polaroid; and Neil Schreckinger, DDB 
account executive. 

Polaroid's t\ : The camera company's 
1957 tv advertising cost about $1.1 
million, SPONSOR estimates, for partici- 
pations in three NBC TV network 

Programs and costs, according to 
SPONSOR figures, are: Steve Allen 
Show, nine participations and two 
cross-plugs — about $775,000; Perry 
Como Show, three appearances costing 
approximately $205,000. and 20 To- 
night participations with an estimated 

So.3.000 tals — based on sponsor figures. 

Cost-per-1,000 per commercial min- 
ute averaged out to about $3.40 during 
1957, according to Polaroid estimates. 
"Cost-per-1,000 is a secondary consid- 
eration with us, however," Calderwood 
states. "Satisfying our commercial re- 
quirements is the most important fac- 
tor — and these are best filled with par- 
ticipations in network shows featuring 
popular personalities." 

The Allen and Como shows were 
used exclusively during the Christmas 
holiday season to push gift-giving of 
Polaroid cameras; the Tonight show 

Polaroid's admen •'" firm subscribers to the selling power of tv personalities. 
They bank on ii exclusively in all of the camera firm's tv activity, discussed by (1. lo r.), 
Neil Schreckinger, Doyle Dane Bernbach account executive; Stan Calderwood, company 
ad manager, and Joe Daly. DDIi vice president and the Polaroid account supervisor 

with Jack Paar was used during the 
year, but it also got heaviest play dur- 
ing the Christmas shopping season. 
One result: 

Early in the gift-buying season Po- 
laroid found that dealer stocks were 
rapidly being sold out. "We had to 
keep shifting stock among our dealers 
right up until Christmas eve," says 

A clever stop-gap measure helped 
meet the tv-inspired sales demands. 
Polaroid came out with a special gift 
certificate. The certificate included a 
Polaroid snapshot of the person giving 
the gift and said, in effect, "there's a 
Polaroid Land camera waiting for you 
at the XYZ Camera Shop." This gim- 
mick enabled the dealer to continue 
selling Polaroid gift cameras even 
though his stock was depleted by heavy 

In the Christmas campaign, as well 
as in all of its tv advertising, Polaroid 
banked on live commercials by estab- 
lished personalities to sell its product. 
And therein lies the key to Polaroid's 
advertising philosophy. 

Polaroid is selling the fun of pho- 
tography according to the firm's ad- 
men. They feel this can best be dem- 
onstrated with a well-known person- 
ality actually having a good time with 
the camera in a live commercial. 

"Film would take away the spon- 
taneity and drama," Schreckinger 
states. "When Jack Paar opens up 
the back of that camera and pulls out 
the picture he's just taken, there's a 
different expression every time — this 
adds a believability that would be im- 
possible to duplicate with film." (For 
a rundown on the pre-Tonight Jack 
Paar, see Pageant, November, 1955 
article, "The Weeping Comic" by 
SPONSOR senior editor Evelyn Konrad.) 

Polaroid and DDB are so sold on 
the live approach that they're willing 
to take the inherent risk involved — the 
risk that someday a Steve Allen or a 
Jack Paar will take a poor picture. 
"We could fake this by taking the pic- 
ture ahead of time," says account exec 
Schreckinger, "but, as with film, the 
spontaneity would be lost so we don't 
do it. Every commercial is real and 
the shot viewers see on the screen at 
the end of the minute developing time 
is the shot they saw taken by the per- 

Polaroid does have some built-in in- 
surance for a good commercial, even if 
(Please turn to page 70) 

1 FEBRUARY 1958 





Total of program time sold comes to 132.8 hours for current 
week, equal to previous peak before Christmas. Buys by RCA, 
Pabst on NBC pace purchases; live shows on ABN start to move 

r\her a post-New Year's dip, net- 
work radio business jumped back to 
its previous peak, latest SPONSOR fig- 
ures show. 

For the week beginning 1 February, 
total time sold on all four networks 
comes to 132.8 hours. This compares 
with 111.9 hours for the week begin- 
ning 4 January and 132.3 hours for 
the week beginning 7 December. 

Some of the heaviest buys account- 
ing for new business were on NBC. 
Both RCA for its appliances and 
Pabst for its beer and ale bought a 

heavy schedule of 100 minute com- 
mercials each on Monitor, starting 
Friday nights and running through 
the weekend. Both clients also added 
a scattering of 30-second commercials. 

Also on NBC, both the Kiplinger 
Changing Times magazine and the 
Whitehouse Co., record merchandiser, 
were in with four 15-minute programs 

The first substantial interest in 
ABN's schedule of live shows saw four 
clients buying them although there's 
been talk that some of them will be 

dropped. Toni bought into four of 
them for Thorexin, while Knox Gela- 
tine and Lever (for Breeze and Dove) 
bought into three each. Hudson (vita- 
mins) bought into one. Another im- 
portant ABN buyer was Philco. 

On CBS there were two large soap 
opera buys. Carter bought into five 
of the soap strips for a total of 37V2 
minutes per week, while Ralston Pu- 
rina's total came to 45 minutes. 

Important buys on Mutual were 
made by Niagara Therapy Mfg., Halo- 
gene, Nylonet and Ex Lax. ^ 


Radio homes index 

Radio station index 

End of December 


Stations CPs not 

New station 




3195 1 100 
537 | 53 

End of December 

1 395 
| 39 





2971 1 117 
516 1 24 

1 ''J 




FCC mo 

nthly reports, commercial stations. 

•September ea 

ch year. 

Radio set index 







90,000,000 82,000,000 
35,000,000 32,000,000 
10,000,000* 10,000,000 

135,000,000 124,000,000 

1 January 1956, 1 July 1957, 


set sales 



Nov. 1957 

Nov. 1956 

11 Months 

11 Months 







Source: Elec 

1,488,686 1,298,548 

ronic Industries Assn. (formerly RE 


TMA). Home Ago 


1 FEBRUARY 1958 


Network radio sales, in terms of program time, are up 
1<">.7'< for the current week, compared with four weeks 
ago, according to sponsor. Sales figures in business indi- 
cator at right are taken from the complete current list 
of network radio clients below as well as the previous 
list run in the last issue of Radio Basics. For purposes 
of comparability, 6-second and 8-second commercials 
are considered as 30 seconds of program time while 20- 
second and 30-second commercials are considered two 
minutes of program time. In the list below, covering 
week beginning 1 February, minute commercials sold 
as such are figured as five minutes of program time. 


Week begir 
1 Feb. 1 

4 |an. | 

Program Hour9 Sponsored 




AFL-CIO: institutional; Ed. P. Morgan; 75 min.; /. W. Vandercook; 

25 min. 

American Cyanamid Co.: Ancronized chicken: Breakfast Club; 10 

American Bird Food Mfg. Co.: Breakfast Club; 5 min. 
Assemblies of God: religious; Revivaltime; 30 min. 
Eankers Life: White Cross Hospital Plan; Paul Harvey; 15 min. 
Beatrice Foods: LaChoy: Breakfast Club: 5 min. 
Beltone Hearing Aid Co.: hearing aids; Breakfast Club; 5 min. 
Bristol-Myers: Bufferin; Breakfast Club; 15 min. 
Buitoni Foods: spaghetti: Breakfast Club: 5 min. 
Campana Sales: Ayds, Italian Balm; Breakfast Club; 5 min. 
Duffy-Mott: Surisweet prunes, juice; Breakfast Club: 10 min. 
General Foods: Calumet; Breakfast Club; 5 min.; Post Cereals; 
Break last Club: 25 min. 

General Motors: Chevrolet; John Daly—News; 50 min. 
Gospel Broadcasting: Old Fashioned Revival Hour; 30 min. 
Billy Graham: religious: Hour of Decision; 30 min. 
Highland Church of Christ: religious: Herald of Truth: 30 min. 
Hudson Vitamin Products: vitamin catalog: Herb Oscar Anderson: 
10 min. 

Kitchen Art Foods, Inc: Py-O-My Apple Thins and Blueberry Muffin 
Mix; Breakfast Club; 15 min. 

Knox Gelatine Co.: Knox Gelatine; Breakfast Club, Herb Oscar An- 
derson. Jim Reeves. Jim Barkus: 60 min. 
Krechmer Corp.: wheat genii; Breakfast Club; 5 min. 
KVP Co.: freezer wrap, shelving paper: Breakfast Club: 5 min. 
Lever Brothers: Breeze detergent, Dove; Breakfast Club, Herb Oscar 
Inderson, Jim Reeves, Jim Backus; 55 min. 
Midus Muffler: auto mufflers; Weekday Newscasts; 25 min. 
Milner Products: Penna Starch, Pine-Sol; Breakfast Club; 10 min. 
National Brands, div. of Sterling Drug: Dr. Caldwell's: Sunshine 
Bins: 25 min. 

Olson Rug Co.: rugs; Breakfast Club; 10 min. 

Oral Roberts Evangelistic Assn.: religious: Oral Roberts' Broad- 
casts; 30 min. 

Charles Pfeizer & Co.: Tcrramycin Egg Formula and other prod- 
uct-: Breakfast (dub: 20 min. 

Philco Corporation: appliances; Breakfast Club; 25 min. 
Plough: Musterole, St. Josephs Aspirin, etc.; Newscasts; 45 min. 
Radio Bible Class: religious; Radio Bible Class; 60 min. 
R. J. Reynolds: Camel; Weekday Newscasts; 25 min.; Weekend 

Rust Craft Publishing: greeting raid-: Breakfast Club: 5 min. 
Scndura Company: floor covering; Breakfast Club: 5 min. 
Slcep-Eze: sleeping tablet*: Breakfast Club: 15 min. 
Texas Co.: g.i-oline \ motor oil; Metropolitan Opera: 210 min. 

Toni Co.: Thorexin; Herb Oscar Anderson, Jim Reeves, Ji 
Merv Griffin, News; 25 min. 

Voice of Prophecy: institutional; Voice of Prophecy; 30 r 
World Vision, Inc.: religious; Dr. Bob Pierce; 30 min. 
Dr. Thomas Wyatt: institutional; Wings of Healing; 30 r 


Aero Mayflower: George Herman — News ,Eric Sevareid — News; 

; pizza pie; Arthur Godfre 

i Bird Food: Houseparty; 

i Home Foods: Chef Boy-a 
Robt. Q. Lewis; 20 min. 

Angostura-Wupperman: Arthur Godfrey; 10 min. 
Armour: Arthur Godfrey; 45 min. 

Bristol Myers: Arthur Godfrey, Helen Trent, Ma Perkins, Backstay 
Wife, Dr. Malone; 90 min. 

Calif. Prune & Apricot Growers Assn.: Houseparty: 30 min. 
Campana Sales: Robert Q. Lewis: 5 min. 
Carnation: Houseparty: 15 min. 

Carter Prod.: Second Mrs. Burton, Couple Next Door, Our Gal Sw 
day, Backstage Wife, Road To Life; 37% min. 
Chun King Sales: Arthur Godfrey; 15 min. 
Clairol: Galen Drake; 5 min. 

Colgate-Palmolive: Backstage Wife, Second Mrs. Burton, Wenc 
Warren; 85 min. 

Comstock Foods: Robert Q. Letvis; 5 min. 
Curtis Circulation: Arthur Godfrey; 15 min. 
Ex-Lax: City Hospital, Robert Q. Lewis, Suspense; 25 min. 
Ford Motor: Ford div.; Ford Road Show—Bing Crosby, Rosemai 
Chwney, World News Round Up, Ford Road Show— Arthur Godfre 
Edward R. Murrain; 280 min. 
Frito Co.: Arthur Godfrey; 15 min. 
General Electric: Arthur Godfrey; 15 min. 
General Foods: Arthur Got. 
General Motors: Chevrole 

n—News, Robert 

let; News, Allan Jac 
lelco; Lowell Thomas; 75 n 

Grove Labs.: Johnny Dollar, FBI in Peace & War, Gunsmoke, Sez 

Who?, Mitch Miller, Sports Resume, Amos 'n Andy, Robert Q. 

Lewis, World Tonight. Galen Drake, City Hospital, Rusty Draper, 

Sat. Night Country Style, Suspense, World Neivs Roundup; 

Hartz Mountain Prod.: Arthur Godfrey: 15 min. 

Home Insurance Co.: Jack Benny; 30 min. 

Hudson Vitamin Products: Galen Drake, Robert Q. Lewis, Garden; 

15 min. 

Johnson & Johnson: Amos V Andy, Mitch Miller. FBI in Peace & 

War, Gunsmoke; 30 min. 

Kendall Co.: Galen Drake, Robert Q. Lewis, Amos V Andy: 15 min. 

Kiplinger Agency: (.hanging Times: 10 min. 

' br»nls [ireo-ile a >hw 

total. This is 

List shows 

1 FEBRUARY 1958 

Kitchens of Sara Lee: Arthur Godfrey; 15 min. 
Knouse Foods: Arthur Godfrey; 15 min. 
Lewis Howe: Robert Q. Lewis; 5 min. 
Libby, McNeil & Libby: Arthur Godfrey; 30 min. 
P. Lorillard: Rusty Draper, Indictment, FBI, Sports Resume, Mitch 
Miller, Amos 'n Andy, Johnny Dollar, Suspense, Wash. Week, World 
Tonight, Robt. Q. Lewis, Galen Drake; 75 min. 

Mentholatum Co.: Road of Life, Backstage Wife, Second Mrs. Bur- 
ton, Our Gal Sunday, Couple Next Door; 45 min. 
Miles Labs: Wendy Warren, Bill Downs— News; 50 min. 
Dumas Milner Products: Robert Q. Lewis, Nora Drake, Ma Perkins, 
Dr. Malone, Second Mrs. Burton; 35 min. 
Niagara Therapy Mfg. Corp.: Arthur Godfrey; 15 min. 
Philip Morris: Country Music Show; 50 min. 
Peter Paul: Arthur Godfrey; 15 min. 

Chas. Pfizer & Co.: Our Gal Sunday, Helen Trent, Dr. Malone, Cou- 
y, Sext Door, World Tonight, Galen Drake, Mitch Miller, FBI, 
Johnny Dollar, Gunsmoke; 60 min. 

Pharma-Craft Corp.: Arthur Godfrey, Helen Trent, Nora Drake, 
Young Dr. Malone, Houseparty, Ma Perkins; 105 min. 
Plough, Inc.: St. Joseph aspirin, Musterole; Robert Q. Lewis; 
20 min. 

Ralston Purina: Backstage Wife, Helen Trent, Our Gal Sunday, Nora 
Drake. Ma Perkins, Second Mrs. Burton; 45 min. 
R. J. Reynolds: Phil Rizzuto — Sports; 15 min. 
Seeman Bros.: Arthur Godfrey; 15 min. 
Singer: Arthur Godfrey; 22% min. 

Spring Air: Amos V Andy, Galen Drake, Robert Q. Lewis; 15 min. 
A. E. Staley: Peter Lind Hayes & Mary Healy, Ma Perkins; 57% 

Standard Brands: Arthur Godfrey; 15 min. 

Sterling Drug: Gunsmoke; 5 min. 

Vick Chemical: Amos 'n Andy, Robert Q. Lewis, Gunsmoke, Mitch 

Miller. Johnny Dollar, Sez Who?, Rusty Draper, Indictment; 90 min. 

Weco Products: Arthur Godfrey; 15 min. 

Wm. Wrigley, Jr.: Howard Miller Show, Pat Buttram Show; 150 


America's Future: booklet; John T. Flynn — News; 5 min. 
Beltone: hearing aid; Gabriel Heatter — News; 5 min. 
Christian Reformed Church: religious; Back To God; 30 min. 
Coca-Cola: Coca-Cola: Eddie Fisher: 30 min. 

Colgate-Palmolive: Instant Shave, After Shave, and other men's 
toiletries, Brisk toothpaste; Sportsreel ivith Bill Stern; 50 min. 
Consumer Drug Corp.: Oragen; Gabriel Heatter — News, John Scott 

Dawn Bible Institute: religious; Frank and Ernest, Datelines and 
the Bible: 25 min. 

Dawn Bible Students Assn.: Datelines and the Bible; 10 min. 
Ex-Lax, Inc.: Ex-Lax; True Detective Mysteries, Squad Room, Ex- 
ploring Tomorrow, Secrets of Scotland Yard; 25 min.; Gabriel 
Heatter: adjacencies; 10 20-sec. 

First Church of Christ, Scientist: religious; How Christian Science 
Heals: 15 min. 

Gospel Hour, Inc.: The Gospel Hour; 25 min. 
Billy Graham Evangelical Assn.: Billy Graham; 30 min. 
Halogene Corp.: Halogene; Cedric Foster— News, Robert F. Hur- 
leigh—News, Bill Stern— Sports News; 60 min. 

Hudson Vitamin Corp.: vitamins; Gabriel Heatter; 5 min.; Barry 
Gray Show, Answer Man; 15 min. 

Kraft Foods Co.: All Purpose oil, mustard, Kraft dinner, Miracle 
Whip, Italian dressing, cheese spreads, Parkay margarine; Tommy 
H enrich— Sports News, John McLean— News, Jaffrey Ford— News, 
Lyle Van—Neivs, Cedric Foster — News, Steve McCormick — News, 
Robert Hurleigh—News. Les Smith— News, Frank Singiser—N ews, 
True Detective Mysteries, Squad Room, Exploring Tomorrow, Secrets 
at Scotland Yard; 180 min. 

Lever Brothers: Pepsodent, Dove; Frank Singiser — News; 5 min. 
P. Lorillard: Newport; newscast adjacencies; 24 20-sec. 
Lutheran Laymen's League: religious; Lutheran Hour; 30 min. 
Niagara Therapy Manufacturing Co.: therapeutic equipment; Long 
John Show; 125 min. 

Nylonet Corp.: Ice Cake; Westbrook Van Voorhis—News, Steve Mc- 
Cormick— N ews ; 40 min. 
Pharmaceuticals: Serutan and Kreml; Gabriel Heatter; 10 min. 

Radio Bible Class: religious; Radio Bible Class; 30 min. 
R. J. Reynolds: Camels; newscast adjacencies; 14 20-sec. 
Rhodes Pharmacol Co.: Imdrin; Gabriel Heatter — News; 5 min. 
Sleep-Eze Co.: Sleep-Eze; Gabriel Heatter — News; 10 min. 
Spring Air: mattress; Gabriel Heatter — News; 5 min. 
Sterling Drug: National Brands Div.: Fizrin analgesic alkalizer; 
Gabriel Heatter, John Wingate, Bill Stern's Sports Beat, True Detec- 
tive Mysteries, Squad Room, Exploring Tomorrow, Secrets of Scot- 
land Yard; 85 min. 

Tint 'n Set.: Henry Mustin — News, John Wingate — News; 30 min. 
Voice of Prophecy: religious; Voice of Prophecy; 30 min. 
Wings of Healing: religious; Wings of Healing; 60 min. 
Word of Life Fellowship: religious; Word of Life Hour; 30 min. 

!'!|i!i!!::!ii!:i:: : : 

" : ;r "i!lllll 


Allis-Chalmers: institutional; Farm & Home Hour; 25 min. 
American Motors: Rambler; Monitor; 55 min. 
Bell Telephone: Telephone Hour; 30 min. 
Billy Graham Evangelistic Assn.: Hour of Decision; 30 min. 
Bristol-Myers: Bufferin; Hourly News: 105 min., 21 30-sec; Trushay; 
Bandstand, True Confessions, One Man's Family, 5 Star Matinee, 
Woman In My House, Pepper Young, Monitor; 20 min., 19 30-sec. 
Brn. & Wmsn.: Kools, Viceroy; Hourly News; 215 min., 42 30-sec. 
Carter Products: Arrid, Little Liver Pills; Bandstand, True Con- 
fessions, Woman In My House, One Man's Family, Pepper Young's 
Family, News of The World, Monitor; 45 min. 
Dow Chemical: chemical prod.; Red Foley Show; 25 min. 
Evangelical Foundation: religion; Bible Study Hour; 30 min. 
Ex-Lax: Ex-Lax; Bandstand, Pepper Young's Family, One Man's 
Family, People Are Funny, Great Gildersleeve, Life & The World, 
My True Story; 45 min., 5 30-sec, 2 6-sec. 

Foster-Milburn: Doan's pills; My True Story, One Man's Family; 
10 min. 

Gillette: Gillette prods., Paper-Mate, Toni prod.; Boxing; 25 min. 
Grove Labs: hair products; Monitor; 50 min.; Bromo-Quinine; My 
True Story, Bandstand, True Confessions, Affairs of Dr. Gentry, 5 Star 
Matinee, Pepper Young's Family, One Man's Family, Great Gilder- 
sleeve, X Minus 1, Monitor; 60 min., 18 30-sec. 

Kiplinger Washington Agency: Changing Times magazine; 4 15-min. 
Lever Bros.: Pepsodent; Various Shows; 85 6-sec; Rinso; Various 


12 ■ 

Lutheran Laymen's League: religion; Lutheran Hour; 30 min. 
Massey-Harris-Ferguson: farm implements; Alex Dreier; 15 min. 
Morton Salt: salt; Alex Dreier — News; 5 min. 
Mutual of Omaha: On the Line With Considine; 15 min. 
North American Van Lines: moving; Monitor; 15 min. 
Northwest Airlines: Monitor; 25 min. 

Pabst Brew: Monitor; 500 min.; Various Shows; 10 30-sec. 
Plough, Inc.: St. Joseph aspirin, children's aspirin, Dr. Edward's 
olive tablets, Mexana; Monitor, My True Story, Bandstand; 90 min., 
9 30-sec. 

P&G: Gleem; Various Shows; 21 30-sec, 20 6-sec. 
Quaker Oats: Quaker Oats and Mother's Oats; Various Shows; 4 30- 
sec, 2 6-sec. 

RCA: appliances, radios, tv sets, etc.; Monitor; 500 min.; Victor 
records; Various Shows; 9 30-sec. 

Ralston Purina: feed division; Harkness—News; 25 min. 
Reader's Digest: Magazine, Condensed Book Club; Hourly News; 
525 min., 21 30-sec. 

R. J. Reynolds: Camel; News of the World; 25 min.; Prince Albert; 
Grand Ole Opry; 30 min. 
Skelly Oil: oil; Alex Dreier—News; 90 min. 
Sterling Silversmith Guild: silverware; Monitor; 20 min. 
Sun Oil: oil; Three Star Extra; 75 min. 

Swift & Co.: Allsweet marg. ; True Confessions, My True Story, 
Bandstand. Affairs of Dr. Gentry, 5 Star Matinee, Woman In My 
House; 45 min., 7 30-sec. 

United Insurance Co.: insurance; Monitor; 5 min. 
Vick Chemical Co.: Vaporub; Various Programs; 30 6-sec. 
Voice of Prophecy: religion; Voice of Prophecy; 30 min. 
Waverly Fabrics: Monitor; 100 min. 

Whitehall Pharmacol Co.: Anacin; Bandstand, True Confessions, 
Affairs of Dr. Gentry, 5 Star Matinee, Woman In My House. Night- 
line, Monitor: 90 min., 1 6-sec. 
Whitehouse Co.: recording Great Moments In Music: 4 15-min. prog. 

1 FEBRUARY 1958 


says I11I.1.IIU \HD. Jan. L'llth. 1958 


Contact Us Today For 
Auditions and Details 


131 Uproarious Fill 
Flexibly Packaged I 
A Variety of Form! 



460 PARK AVENUE • NEW YORK 22, N.Y. MUrray Hill 8-5365 



A Precision Marketing Tool 

What's the outlook for television film in 1958? Is syndication still limited to regional 
and local advertisers, and overlooked by major national marketers ? What specific mar- 
keting problems are making blue chip advertisers take a long second look at film 
syndication ? And has the quality of film improved enough for big advertisers to do more . 
than just look? Here's an informed run-down on who will be buying film in 1958, what 

buying, and why. Plus the latest 

pilots, barter, industry innovation 

To the advertiser, his ageney, and the film seller 

1958 will go down as a significant year for film. Why? Here are 

the current buying patterns and the dynamic change due 

No matter which facet of the tv film business affects you — buying, selling, or produc- 
tion — your focus on the months ahead is going to be sharpest if you keep this 
basic picture in mind: 

• 1958 will go into the books as the year in which national advertisers paid their first 
serious respect to the medium — a development that closely is linked to the fact that: 

• The quality of syndicated film has improved impressively. 

• Which, in turn, is linked to the past steady growth of film sponsorship by the re- 
gional fellows — brewers, dairies, banks, etc. 

In short, the money to encourage quality has come from the bottom and now is having 
its effect at the top. In the process, the bigger, more stable film companies have 
strengthened their position while the fly-by-nighters are on the wane. 

Film today is emerging as a marketing tool with recognizable precision and prestige. 

BUYING PATTERNS! It's a sure bet that syndicated 
film buying is in for another strong year, despite conflicting predictions on the state of 
the U.S. economy. Industry leaders, who see a possible 3'r change in their own profit pic- 
ture (in either direction), won't cut significantly into their tv output. 

Quite the reverse, they feel that any general economic doubts could be a boon to 
syndication buying. Why? Because a softer market might induce advertisers to put their 
money into concentrated markets. So the syndicators are moving full speed ahead with 
a record number of pilots. 

Moreover, last year's solid profit picture gives the film seller the working capital he 
needs. And he's spending it. 

As for the national advertiser — this year's big new find — there's no denying that he some- 
times still considers syndicated film as second-rate quality-wise. But he's taking a new, hard 
look at its flexibility, proven audience appeal, and dollar values. 

Note what's going on and why: 

• Brewers have emerged as No. 1 users among national advertisers of syndicated 
half -hours. There's a good marketing reason for this: National beers must compete on 
a local market basis with strong regional competition. And they want identification with 
a specific, high-appeal tv program. Consequently, you'll find Schlitz, Budweiser, Falstaff, 
and other nationwides among leading users of filmed half-hours. 

• Cosmetics have their own problems. Regional tastes are fairly distinct in the in- 
dustry. Result: You'll see more and more drug companies buying spot syndication this year. 

• Individual companies with individual problems will be looking to film to help 
solve their one-of-a-kind situations. Example: Welch's Grape Juice, which has its largest 
grape supply in the Northwest, is a strong buyer of syndicated film in Western markets. 
Reason: Build consumption nearest the source of supply. 

• Similar marketing headaches will lead big spenders who have thus far turned the other 
cheek to syndication to supplement their network fare. K. J. Reynolds' Camels (through 
\\ m. Est) i already leads the cigarette-makers' march with various buys in 70-odd markets. 
Close on its heels are Philip Morris' Marlboro (Leo Burnett) and American Tobacco 
(BBDO). Vuto-makers will be looking to better dealer relationships with local and regional 


cooperative buys for prestige half-hours. (Example: Ford, and its dealers, who have 
jointly purchased a number of half-hours. I 

These trends can be brought home visually by a quick look at MCA's and Ziv's sales 
picture. Among national advertisers who have purchased MCA film over the past 
six months are: General Electric, Nestle. Revlon. Toni, Ford Motor Co.. Falstaff Brewing, 
Carling Brewing. Schlitz. Lipton Tea. Coca-Cola, R. J. Reynolds, Philip Morris. 

Also, Kraft Foods, Seven-Up, Nabisco, National Dairies. General Tire & Rubber, Aerowax, 
Baker's Chocolate, Beeman's Gum. Alka Seltzer, Sears. Montgomery Ward. 

Among Ziv buyers: Carnation Milk. Cott Beverages. Phillips Petroleum, Bristol-Myers, 
Household Finance. Budweiser. Schlitz. R. J. Reynolds. General Baking. Safeway Stores, 
Kroger Stores. Miles Laboratories. Quality Bikers, and Best Foods. 

Don't figure economic factors entirely on the plus side, though. Here's one wor- 
risome consideration: 

Wobbly business trends may keep some buyers from purchasing until the last 
minute. That could mean a certain amount of confusion in finding time periods and 
detract from film's basic flexibility appeal. 

It may also make some of the blue chip boys — who are used to getting the best 
time slots — mad. 

The regional advertiser last year turned out to be the film industry's stabilizer. 

He bought big, showed faith, and made it a quality-minded, less risky business. There'll be 
further evidence of this in 1958. 

Among the newer major trends you'll find: 

• More cooperation between large buyers and film sellers. Ad agencies will be get- 
ting in on the planning stages of first-run syndication series, let the film makers 
know what advertisers want. That's not all. More and more big advertisers will look for 
a major say-so in production by actually financing film products. In addition to con- 
trol over programing and the product, re-run residuals will make the investment a 
profitable proposition. 

• Dollar-for-dollar. major syndication sales in 1958 will be to sponsors. Heretofore 
advertisers have preferred to buy from stations for a variety of reasons: 

— It's easier on the agency to make the deal for time and package in one fell 

— Stations, buyers feel, are in a better position to sign a short-term contract. 

(It's less a problem for them to find alternate sponsors.) 
— Advertisers feel stations have a more sensitive touch on the local market 

But stations are growing less inclined to take risks on big, unsold product. So 
the selling and servicing burden will be falling heavily this year on the syndicator. Conse- 

• Marketing of film by syndicators this year will become an increasingly stream- 
lined operation. Bigger sales forces, better selling methods, more complete presentation 
packages, and more actual merchandising of the product by the syndicator will be evident 
in 1958. In short, film distributors will have to start adopting strong marketing techniques 
lo sell the advertiser and service the station. 

• Selling peaks — by and large — will be less sharp. Although the great majority of 
new shows will hit the presentation trail along about April (for fall airing), there's an in- 
creasing tendency to stretch buying out over the full year. (Current examples: MCA's 
Mike Hammer, with first airings scheduled this month: TPA's New York Confidential, slated 
to begin in May.) 

^^^^2) I ^^b One really cheery trend this year will be in production costs. 
Believe it or not, they'll stay about where they are, and consequently, so will costs 
to the advertiser. Syndicators are depending more on know-how for quality than on a 
mere flood of money. Most union contracts already have been settled for the year, so 


Last year, the move was away from pilot filming. 

Barter was having a heyday, at least in back-room discussion groups. 

What should happen this year is no guess. Here's why 

costs shouldn't shoot up there, either. 

A new first-run series will cost the buyer about $37,500 (for a show alone) 
if he buys in the top 100 markets. Here's the way it works out: 

• For the top 10 markets, the show will run about $14,700. 

• For the next 20 markets (11-30), add another $9,100. 

• The next 20 markets (31-50), put down $4,800 more. 

• If you add another 25 (making a total of 75 markets), your cost will go up by $5,200. 

• And the remainder of the 100 will take an additional $3,700. completing the total of 

Pricing will, of course, depend somewhat on the film product. As both adver- 
tiser and film seller state: The good film will bring a premium price — higher than the mar- 
ket generally will bear. (For further trends on production and programing, see page 46.) 

I ILw I 2}a After last year's attempts at a breakaway, the pilot film is back 
again and will resume its position this year as the No. 1 selling method. Film sellers 
who tried presentations (in lieu of pilots) last year weren't satisfied with the competitive situ- 
ation, and now are filming pilots once more. I NCP disclaims the value of pilots, but never- 
theless produces highlights of its series in "prototype films." i 

You'll still find grumblings among agencies that a series doesn't live up to its pilot, but 
the significant fact is there's nothing better to replace it. There will be a few exceptions: 
With increased cooperation between buyer and seller in the planning stage of a film, a pilot 
might be eliminated. But for the most part, it's the best compromise. 

Syndicators will spend at least as much on pilots this year as in the past. In- 
creased competition and advertiser emphasis on quality might force the initial investment to 
go up. but practical economics should offset that somewhat. 

T~m r\F\ | 1 1 % I Here's an area that won't be enticing the blue chip adver- 
tisers or their agencies — but it nevertheless has found its place and will stay on in some 

form as a business practice. 

Bargain hunters, prohibitive programing costs to stations, and unsold time will keep 
barter alive and flourishing. But any expansion this year generally will be within the frame- 
work alread\ established: in fringe time. 

Practically to a man, large agencies who have looked into barter possibilities 
have rejected them — often for prestige reasons. Usually they now get what they want 
via rep relationships built up over the years; it's too risky to alienate those affections or 
take a chance on losing prestige. 

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My Little Margie 

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The American Legend 

Trouble With Father 

The Star And The Story 

Dateline Europe 

Overseas Adventure 

Cross Current 

Rocky Jones, Space Ranger 

My Hero 

Colonel March of Scotland Yard 

The Hunter 


The Scarlet Pimpernel 




Will the tv feature film always be a space-filler? 

Here's the latest data on feature programing, the status of old 

and new film, and what you can look forward to in 1958 

r rCv/UU\/ I I \J 1^1 ■ Advertisers, agencies and other buyers shouldn't 
look for any startling programing changes next year. New ideas don't grow on trees, 
so 1958 will be another year for the already-proven success. True, there will be a 
heavier accent on writing and good production; but the large majority of films currently 
underway for spring presentation are of the tried-and-true action-packed variety; west- 
erns, adventure thrillers, etc. 

There's been plenty of talk of more situation comedy, but the actual evidence is hard 
to find. Last year's flops (singer-personality filmed half-hours and sports shows, for exam- 
ple) are being buried. A few fresh ideas will be rearing up. such as NTA's George Jessel 
Show I which will feature Jessel tying together old film shorts made by old stars) and a 
possible hour-long series by Guild based on works by noted story-tellers (Hemingway, 
Faulkner, etc.). 

Because of limited time offerings, films currently under production for first-run 
syndication are mostly in the half-hour format. 

The mass move to the West Coast hasn't been overlooked by syndicated film makers. 
Most new series will be filmed in the West, but there also will be greater use of film's| 
flexibility with on-the-spot filming, i.e., TPA's New York Confidential (made with hidden 
cameras on New York streets), and CBS TV Film's Ivanhoe (England-produced). 

(Specific programs by specific companies will be noted regularly by SPONSOR 
as they are scheduled.) 

: f.-a- 

FEATURESl For the feature film seller, 1958 could prove to be a bleak 
year. But for the advertiser, the feature this year should be an increasingly invit-i 
ing medium through which to sell a product. 

With the growing need for the longer, more complicated message, advertisers may 
try to find an ideal solution in feature films (ratings are maintaining a healthy high, too). 

But although features are still selling at premium prices, haphazard programing and 
editing of big, mixed-quality film packages sometimes have succeeded in maki 
lures increasingl\ forbidding to advertisers. 

At the same time major stations already have contracted for large packages which they 
must sell. As a result of these cross-currents: 

• You'll see a growing tendency toward the small, select package, with many grouped 

• You'll also find a better sense of programing and merchandising on the part 
stations. Note, for example: Triangle's Philadelphia station, WFIL, which has rated 
its 2,000 films, quality-wise and length-wise, and started a systematic programing schedule, 
slating different film types at the hours they'll draw biggest audiences. 


1 FEBRUARY V) r tf. 

Advertisers won't be buying full feature sponsorships. Colgate's buy in Los An- 
geles (KTTV) of a Friday night feature was unique — a need for identification on a strong 
independent station in a seven-station market. Generally, though, buyers will be more con- 
tent to spread their sales message over a period of time for maximum saturation. 

Biggest persuasion job for stations this year: Getting the big buyer used to 
the idea of spot rotation. Advertisers accustomed to buying spots for choice time periods 
don't like the idea of being rotated. But stations are forming a philosophy, will maintain 
it's most expedient to charge one price, and rotate all advertisers into choice time 

Distributors' biggest problem: After the boom, what? 

Feature sellers will be forced to move into new fields — syndication, commercials, pro- 
duction, etc. — to supplement their fading business, now that the bulk of pre-1948 films has 
been sold (and the squeeze to keep post-1948 films off the tv screen is on). 

1% t'lCU I^I2H Film series backlogs will make up as much or more of 
the viewing fare throughout the year as ever before. Advertisers — big and small — 
looking to best possible cost-per-thousands feel the 39 and 13 formula (39 new, 13 re-runs) 
is about the best value in tv today. 

Spurred on by studies such as McCann-Erickson's ( for Esso, which produced the 
hard fact that the majority of viewers didn't know Golden Playhouse was a re-run se- 
ries; and more important, that the series didn't do any prestige damage to Esso), na- 
tional and large regional advertisers will continue to lean heavily on used film. 

Changing audience composition from one year to the next helps keep the backlog 
market flowing, too. 

Another important factor: Agencies, while they want quality films, still pick what's 
available in the good time slots in each market. If a re-run is the best available bet. they'll 
buy it. 

I ^%V^II^IVIh Taping of network shows could make film selling more 
ticklish this year. The biggest impact naturally will be felt on the West Coast where choice 
times currently are available for film. They won't be when taping makes network shows more 
movable. Syndicators admit to some qualms about this situation. 

As for taping shows for syndication, it's not in the picture as yet. Equipment 
problems and engineering difficulties will hold it down for a while. 

IVI EL m\ V^ §■ f\ fM U I 9 1 1^1 %3I • Local merchandising will plaj 
increasingly important role in syndication this year, both for the advertiser and sta- 
tion. But the burden of the merchandising service is going to fall on the syndicator. 

Advertisers still won't pour too many dollars into promoting their local shows. But syn- 
dicators, fighting for their share of the dollar, think the difference between a happy and an 
unhappy customer can be merchandising. So a race in promotional services is in the 
making. The film seller will be the key man, supplying stations and advertisers with the 
effective tools. 

At the same time, he'll be trying to make advertisers and stations merchandising-minded. 
A recent example: CBS TV Film Sales, which is inaugurating an annual award to the sta- 
tion best merchandising one of its shows. 


With shelf-space at a premium, SPONSOR ASKS: 

How do you merchandise a supermarle* 

This week SPONSOR sought the 
answers from three station mer- 
chandising directors. These tech- 
niques have proven successful in 
promoting super market items. 

Betty Thomas, director of merchandis- 
ing. KFWB, Hollywood 


item plans 
and strategic 

Since more than 50% of KFWB's total 
billing represents clients with super- 
market products. KFWB's total food 
account merchandising program is a 
continual search for new and better 
techniques that will bridge the gap 
between advertising and sales to in- 
sure increased product movement for 
the advertisers. 

The best single technique I have 
found is the related item promotion. 
This technique involves knowing the 
item and what makes it move. One 
spring our account list included Pict- 
sweet frozen peas, Pictsweet potato 
patties and Ocean Spray cranberry 
sauce. We set up a very healthy "Old 
Fashioned Chicken Dinner for $1.25" 
sale for an 8-unit chain of giant super- 
markets, the kind that have made the 
Los Angeles region famous. We bor- 
rowed some portable frozen food reef- 
ers to set up in the center aisle of each 
store. These were stocked with the 
chain's own label frozen chicken parts, 
and the two Pictsweet frozen items, 
with open case stacks of the 8 ounce 
Ocean Spray sauce at each end of the 
reefers. The chain's sign department 
canopied the reefers with the familiar 

meat section signs that women cus- 
tomers never seem to miss. 

The grocer was happy . . . the sale 
was a real traffic builder for him. In 
addition to moving his own brand of 
chicken parts very profitably and the 
KFWB-advertised Pictsweet items, it 
was proved that, if promoted, the so- 
called "off season" cranberry sauce 
moves at an unprecedented rate. But 
probably the happiest of all was an- 
other KFWB advertiser . . . the chip 
steak manufacturer who loaned us the 
reefers for the occasion. Through the 
promotion we arranged for his mer- 
chandise to receive permanent place- 
ment in the regular frozen food cases 
of the eight stores! 

In the complex Southern California 
region the corporate chains do not 
dominate the food industry as they do 
in other sections of the country. For 
this reason competition among the 
o.OOO-odd suppliers of supermarket 
products is more aggressive and makes 
the problem of establishing consistent 
sales practices among the grocers 
more complex to achieve. This is the 
main reason why successful media 
merchandising plans are so important 
to advertisers selling in Southern Cali- 
fornia. But you may ask what makes 
them successful? 

The "Old Fashioned Chicken Din- 
ner . . ." sale is a good example not 
only because of the first technique of 
combining items that have related uses 
but also because it was launched in an 
aggressive small chain known to be 
carefully watched by the sales mana- 
gers and supervisors of the larger 
chains. When the sale was later pre- 
sented to the larger chains ... it was 
already pre-sold on the basis of per- 

This then is the second most impor- 
tant technique: knowing the personnel 

of the supermarket operators, their 
trade practices, their habits and poli- 
cies and yes, their politics. 

Herb Salrzman, merchandising director, 
WOR, New York 

No one technique is completely suit- 
able for all supermarket products, as| 
many merchandisers have discovered 
the first time out. However, there are j 
certain formulas which we have found 
to be very successful over the years in 
helping us solve some of the merchan- 
dising problems of various clients, A 
both at the outset of their advertising! 
campaigns and in the remolding of 
outmoded or faulty displays. 

The best technique and the one that 
has generally given us the most tangi- 
ble results, is displays of the client's 
product or products at the point of 
purchase in the market. When I say 
displays, I specifically refer to an area 
in the store other than the normally 
allotted shelf space for the product. 

The same display will not, of course, 
get equally good results for all items. 
In almost all cases, the type of dis- 
play is dictated by the nature of the 
product itself. For beer products, be- 
cause of the tremendous rate of move- 
ment, end aisle or island displays, or 
both are most suitable. Canned tuna, 
fish or the like would not create as 
much sales activity so dump or basket 
displays are more appropriate. 

These techniques cannot be used'* 
solely. Other supplementary methods 


oduct ? 

must be employed in association with 
this basic display approach. 

I have found that to fully implement 
a merchandising display plan, it has 
been necessary to work very closely 
with client's sales managers and/or 
brokers. This gives the station's mer- 
chandising man a greater insight into 
the problems of the grocery manufac- 
turer, and thereby enables him to of- 
fer his assistance more fully. 

John J. Dixon, general manager, Radio 
Station WROK, Rockford, Illinois 



Store radios 
tuned to 
catch product 

Radio Station WROK, Rockford, Illi- 
nois, has employed two methods of 
merchandising food product cam- 
paigns effectively during the past year. 
Miss Betty Thro, our promotion and 
merchandising manager, maintains di- 
rect contact with 250 supermarkets 
and independent food dealers in the 
Greater Rockford trade area covered 
by WROK. She discovered that, to be 
successful, a national food product 
schedule placed on WROK must be 
brought dramatically to the attention 
of the store manager and his people. 
Although aisle, window, or counter 
displays are important, we have found 
that many store managers and their 
supervisors in chain groups are jealous 
of the display space in their stores. 
They have a set plan for the use of 
this space and like to arrange their 
[Please turn to page 52) 

1 FEBRUARY 1958 


) ^\ 

• w ! M U A l \ N E --Q. 

Ik ii WCSH-TV Cmm«mj... 

it's the 13-county Portland, Maine trading area . . 
it's northern New England's top market, and . . 
WCSH-TV sells it best! 

743,270 consumers live here, supported by 

a billion-dollars-plus spendable income, 

80% spent at retail at home. (SRDS CM estimates 

July 1 1957) 

238,000 homes are TV equipped. (1957 Census Bureau 

projections to NCS #2) 

Surveys agree Channel 6 serves this market better . . 

More viewers watch Six (NCS #2) 

These viewers prefer Six 4Vi to 1 

(quarter-hour breakdown Oct. '57 Met. Telepulse) 

And — Six is the only NBC-TV affiliate effective in the area. 

Your Weed-Television man has convincing evidence. 




Riding Your Way- 
To Rope In 
Greater Sales 

"Little Buckaroos" is a series of 
films written, produced, and direct- 
ed to capture the thrills of the Wild 
West on a small-fry level . . . en- 
acted BY children FOR children. 

Each story is a complete episode, 
with tried-and-true Western themes: 
Bank Robbery, Stage Holdup, Hero 
and Heroine, Good Men Catch the 
Bad Men. 

Filmed on location in Texas, 
"Little Buckaroos" is built for the 
little buckaroos in your own com- 
munity ... a natural for your own 
local children's program. 

For full information and rates, 

"■J^* -fed - X . . ft . El A Tommy Rey- 
nolds — Rey-Car 
TV Production 






National and regional spot buys 
in work now or recently completed 



The National Brands, div. of Sterling Drugs, Inc., New York, for 
its Fletcher's Castoria, is adding the current schedule in 75 markets; 
new markets are mostly in the Southeast and Southwest. Schedules 
begin in February and run through the end of the year. Minutes 
during daytime segments are being lined up, with frequencies 
varying. Buyer: Rose-Marie Vitanza. Agency: Carl S. Brown Co., 
Inc., New York. 

General Mills, Inc., Minneapolis, is launching a campaign in scat- 
tered markets for its Gold Medal flour. The short-term schedule starts 
in February. Pattern: Wednesday through Friday, minute announce- 
ments during daytime periods, with some chainbreaks; Sunday' 
through Saturday, nighttime I.D.'s. Frequency: 16 to 20 spots per 
week, depending upon the market. Buyer: Dick Boege. Agency: 
Dancer-Fitzgerald-Sample, Inc. (Agency declined to comment). 

Warner-Lambert Pharmaceutical Co., Lambert-Hudnut Div., 
Morris Plains, N.J., is scheduling announcements in scattered mar- 
kets for its Bliss Home Permanent; the campaign runs for ninei 
weeks. The advertiser is slotting I.D.'s during daytime segments, with I 
frequency varying from market to market. Buyer: Renee Ponik. 
Agency: Norman, Craig & Kummel, Inc., New York. (Agency de- 
clined to comment.) 

The Nestle Co., White Plains, N.Y., is entering scattered markets 
to push its Nestea instant tea. The campaign starts in February: an 
nouncements of various lengths during daytime segments are being 
scheduled; frequencies depend upon the market. Buyer: Dick Mc- 
Clenahan. Agency: Dancer-Fitzgerald-Sample, Inc., New York. 
(Agency declined to comment.) 


Armour & Co., Chicago, is going into top markets for its Chili Con 
Carne, after having re\ised its original plans for a campaign of wider 
scope. The short-term campaign kicks off in February. One-minute 
spots during daytime segments are being used, with frequency de- 
pending upon the market. Buyer: Don Heller. Agency: N. W. Ayer 
& Co., Philadelphia. (Agency declined to comment.) 

The Nestle Co., White Plains, N.Y., is scheduling spots for its 
Nescafe in selected markets to push a special price offer. Minutes, 
20's and I.D.'s are being used for the short-termer; frequency de- 
pends upon the market. Buyer: Frances John. Agency: Bryan Hous- 
ton, Inc., New York. (Agency declined to comment.) 

The Borden Co., New York, is running three-week schedules in 
various markets for its instant coffee; the short-termer is a special!' 
price promotion. Minutes are being slotted, frequencies varying]? 
Buyer: Stuart Eckert. Agency: DCSS, New York. (Agency declined! 
to comment.) 




* %# 

irw^lf '" 

■**i \ . . * ; ' 'y 

V%*»7 iifcf ■• 

1 ;^WRP(p 

Believable as the trees, the lake, 
the sky -that is WWJ-TV in 
Detroit. Here, acknowledged 
leadership and prestige give 
every advertiser a priceless 
advantage, create for every 
product a cordial acceptance 
that quickly leads to sales. 

>wned S operated fay The Detroit News 
: Peters, Griffin, Woodward, Inc. 



{Continued from page 291 
business, it also seems impossible for 
any segment of the industry to carry 
the burden of the risk alone.'" says 
Campbell Soup's Rex Budd. "'While 
we, as clients, wouldn't be adverse to 
some such assurances, we also realize 
that the seller of the medium is en- 
titled to a fair return if the industry 
as a whole is to sta\ health) ." 

Circulation while important, is not 
everything. Nor does a network con- 
trol the circulation when a client 
brings in an outside package. 

Agencies will have to contribute 
more. Their biggest opportunities 
would derive from a swing toward live 
programing. But at the moment, cli- 
ents still stress the importance of cre- 
ating well-integrated commercials with 
sufficient sales impact to convert the 
largest number of viewers into buyers. 

Money for commercials to go into 
high-priced network vehicles is still 
being held too tight, according to 
agency tv directors. Many feel that 
clients dilute the value of their show 
by running the same film commercials 
in it waek-in and week out. 

"A good show is important, but 

there are many avenues for making it 
pay off in sales after the show's been 
picked." says Revlon's George Abrams. 
"The agency should certainly develop 
more creative and original commer- 
cials. It has to contribute to show 
promotion and merchandising." 

Forecast for fall cost-per-1,000 is 
status quo. Admen feel that network 
tv costs have reached a plateau. Tal- 
ent costs are expected to remain level. 

"The era of long-term talent con- 
tracts and out-size guest shot fees be- 
gan to draw to a close two years ago," 
says the tv v.p. of one of the top 10 
agencies. "This fall, talent agents may 
actually find it tougher to keep up the 
price level of the last season. In fact, 
in one instance we expect to pay 
$5,000 for the same talent that was 
priced at $7,500 in 1957." 

Since no further splintering of the 
total viewing audience is expected, in- 
dustry estimates peg cost-per-1,000 for 
fall as comparable or lower than in 
fall 1957. The reasoning: Fall 1957 
saw the three-way split of the network 
audience. The independent stations 
had become strong audience attrac- 
tions by that time. Total viewing is 
expected to remain level. ^ 

WHO 1 




^P3 Turn to 1 
^Sl^^^ 1 Page 55 I 


(Continued from page 49) 

own displays. When the store mana- 
gers are made aware of a concen- • 
trated radio campaign being staged by 
an agency for a client on WROK, they 
will often reciprocate voluntarily by 
putting displays in the right locations. 

Two merchandising methods were 
utilized by Miss Thro for WROK.J 
The first was a jumbo counter card i 
notifying store personnel of the exact! 
times when the client's announcements 
were to be aired. This encouraged the 
tuning of store radios to WROK 
throughout the day; and when cus- 
tomers as well as sales people heard, 
the spots, interest was created, which' 
helped to move the product. Also,! 
this method made the store manager 
keenly aware of the complete satura-| 
tion schedule which was being pro- 
vided to help him build profits. 

The second method was the use of 
small recordings which were sent toil 
the complete dealer list. The record-B 
ings contained a sample spot, a cleverB 
musical commercial in behalf of theft 
Dubuque Packing Co. 

The results secured by these two[| 
merchandising methods were described 
in a letter to WROK from Earl Perrin, 
Jr., of the Perrin-Paus Co., Chicago, 
who handled the campaign. He wrote 
in part . . . "Sales in the Rockford 
area were increased 25% after our 
8-weeks' schedule last summer, and • 
reports ending for the first 3 weeks of 
the current campaign showed that sale9| 
are up another 10%. Needless to say, 
this brings no tears to Ed Amiss,! 
Dubuque's advertising manager, and 
we feel that your station certainly de-! 
livers the goods." ^' 

1 FEBRUARY 1958 

W Client with heavy announcement schedule in KPIX's 
"Big Movie". Ten PM first runs rated top 
feature film strip in Bay Area, according; to ARB. 
Ask Lou Simon or your Katz man for upcoming' availabilities. 

no selling campaign is complete without f\^ §" * I y\^ 



A pictorial review of local 
and national industry events 


Big Winner Spencer Jacobs (2nd 1.) gets 
Pontiac for answering question on KOWH, 
Omaha's Frank Allen show. With him (1. to 
r.) F. Allen; Virgil Sharpe, KOWH gen. 
mgr.; Fred Schneider of Schneider Pontiac 

State legislature in action is covered 
live by WSAZ-TV, Huntington, W. Va., and 
carried on three of the stations' news pro- 
grams. Reporters Nick Basso and Bob Horan 
round out these sessions from Charleston 

Ashtray as a memento to NAB pres. Har- 
old E. Fellows (c.) by John Hurley, pres. 
Broadcasting Executives Club of New Eng- 
land and gen. mgr. WNEB as group cele- 
brated 10th anniversary. Chairman Nor 
Kirby of Nona Kirby Station Reps watches 

Miner's hat with 1000 watl lamp used I 
d.j. Steve Palmer of WCPO, Cincinnati I 
find off-beat numbers in studio's catacombs 

Kisses by the bucket marked KEXs first anniversary 
a- .in independent music and news outlet in Portland. Staffers 
George McGowan (foreground) and Barney Keep pose with 
pretty promotion models at the star) of the kissing campaign 

Bathing suits and mink- battled chill breezes as 
models paraded transistor radios in WIL promotion. 
The slogan: "We've nothing on bul WIL." The tem- 
perature in St. Louis that day? 2a degrees above zero! 

News and Idea 


The B. T. Babbitt account, billing 
close to $2 million, has been 
awarded to Carl S. Brown Co., 
now Brown & Butcher, Inc. 

In a related move, Thomas C. Butch- 
er, former executive v.p. of Lennen & 
Newell, is coming in as president and 
director of the Brown agency. Brown 
now becomes chairman. 

The agency had been shook previ- 
ously with the loss of the $3 million 
Halo account and other Colgate prod- 

J. H. S. Ellis, who retired 21 Jan- 
uary from the presidency of Kudner, 
has sold his stock holdings, about 
53%, to the agency . . . Wexton 
agency, New York, has distributed 
40% of its stock among its executives 

and introduced a pension plan for all 

D'Arcy's third installment in its 
program to acquaint media peo- 
ple with agency operations was 
presented 15 January to repre- 
sentatives of New York tv stations. 
Topic: How an agency creates ad- 
vertising that sells. 

John W. Shaw, Chicago agency, 
has been chosen to handle adver- 
tising for Goetz Brewing Company 
of St. Joseph, Michigan. 

The agency has delegated responsi- 
bility for the Western area to Strom- 
berger, LaVene, McKenzie, L.A. 

Jane Winne, Inc., an association to 
offer merchandising service plans to 
radio and tv stations, has been formed 

in Norfolk, Va. A New York office is 
also being established. 

Robert Gibbons, transferred from 
Cleveland to New York as creative 
group head for McCann-Erickson . . . 
Michael Sasanoff, creative director 
of the tv and radio department for 
Lawrence C. Gumbinner . . . George 
G. Anthony, media director for Dan 
B. Miner Co., L. A. . . . Benjamin F. 
Grogan, associate director of mer- 
chandising on the Stokeley-Van Camp 
account, for Lennen & Newell . . . 
Sheldon B. Sosna, v.p. and copy 
supervisor for Grant Advertising, Chi- 
cago . . . Carl A. Shem and Homer 
A. Yates, Jr., account executives for 
Needham, Louis & Brorby, Chicago 
. . . Bruce W. Barnes, art director 
for Needham, Louis & Brorby, New 
York . . . C. Stuart Siebert, Jr., ac- 
count supervisor on the Whirlpool ac- 
count for Kenyon & Eckhardt . . . Don 
Arvold, to the executive staff of 
BBD&O, L. A. . . . Bennett Foster, 
copy supervisor for Stromberger, La- 
Vene, McKenzie, L. A. . . . Faith T. 
Feltus, media and research director 
for Larrabee Associates Advertising, 
Washington . . . George A. Bailey, 

(Answer to 
on pages 

23 and 52) 



And 50% of the people in metropolitan New York identified Ted Steele from this picture when 
asked "Who is this" by the Alfred Politz Research people.* 
Politz also found that over a four week period . . . 

2,394,000 people (over age 11) Ted Steele -and even more important viewers overwhelmingly (937r of all responses) 
find Ted Steele to be: 



Here then is a personality who can promise a large and enthusiastic response to your sales 

For full details on Ted Steele, call or write your WOR-TV representative today. 


"From a major research survey conducted by 
Alfred Politz Research Inc., April 1-22, 1957. 

1 FEBRUARY 1958 

No need for telescopic vision 
to see the results you will reap 
from the use of Channel 4 on 
the great Golden Spread. 
More than 100,000 TV sets 
in a vastly healthy and wealthy 

Power: Visual 100 kw 

Aural 50 kw 

Anttnna Height 833 feet 
above the ground 

to the account group of Kastor, Far- 
rell, Chesley & Clifford ... Dr. Wil- 
liam H. Lundin, director of motiva^ 
tion research for Gordon Best C< 
Chicago . . . Michael A. Chappell. 
copywriter for Campbell-Mithun, Min 


NBC's information service report- 
ed this week that for every com- 
plaining letter it received in 1957 
there were three complimentary 

The mail count broken down thusly : 

Approving 33,862 

Criticism .... ... .10,291 

Seeking information 61,232 

Total . ...105,385 

Mutual this week entered into' a 
new affiliation agreement with the 
42-station Intermountain Network 
and added four stations to its 

The Intermountain deal authorizes 
Mutual to sell the regional's time and 
programs to national advertisers. 

New stations joining Mutual are 
WKIX AM-FM, Raleigh, N. C; 
WMCK. McKeesport-Pittsburgh, Penn.; 
and WCLM-FM, Chicago. 

Sales to two major advertisers by 
ABN this week: 

Liggett & Myers, for L&M filters 
purchased a 52-week participation in 
the Herb Oscar Anderson and Jim 
Backus shows. 
j Pepsodent has scheduled a two- 
week campaign for Dove soap, with 
| participations on the Herb Oscar An- 
j derson, Jim Reeves, Jim Backus and 
Merv Griffin shows. 

will broadcast exclusively the Basilio- 
bout on 25 March, 10:30 p.m. The 
Mennen Co. and Miles Labs will spon- 
sor .. . NBC-TV will feature Benny 
Goodman and his band in a special 
1-hour colorcast on 9 April, to be 
sponsored by the Texas Co. Kraft 
Television Theater will be preempted 
on that date. 

ABN has elected five committee- 
men for two-years to its stations 
affiliates advisory board. They 

Simon Goldman, WJTN, Jamestown, 


"power to 
attract; power to gain the affections." 
gramming and personality magnetism 
that dominates the entire Western 

COV'er«age_ KOA-RADIO reaches 
-and sells- 4 million Western- 
ers in 12 states, PLUS the sum- 
mer BONUS audience of over 
12V4 million tourists! 
Radio _ mcons KOA-RADIO - the 
only station you need to sell the 
entire Western Market! 

f > SM 2-58 
great radio stations 
50,000 WATTS 





N. Y., for District One; C. B. Locke, 
KFDM, Beaumont, Tex., for District 
Five; James Wallace, KPQ, Wenat- 
chee. Wash., District Seven; Phil Hoff- 
man, WTCN, Minneapolis, for District 

Elected for one year were: J. P. 
Williams, WING, Dayton, 0., District 
Two; T. B. Langford, KALB, Alexan- 
dria and KRMD, Shreveport, La., Dis- 
trict Four; William Grove, KFBC, 
Cheyenne, Wyo., District Six; J. S. 
Younts, WEEB, Southern Pine, N. C, 
District Eight. 


The real thing : A rockslide in New 
York's Bronx that demolished a 
bakery and killed one person was 
the live action witnessed by the 
RTES Production Workshop, 
meeting 22 January in the WOR 
news room. 

Planned for the group had been a 
remote pick-up interview between Les 
Smith of the WOR mobile unit and 
New York fire commissioner John 

When first reports of the disaster 
sent the waiting Cavanaugh and the 
WOR mobile unit speeding to the dis- 
aster, RTES workshop members got a 
first hand look at how a radio news- 
room operates when short wave reports 
come in and are cut in at once into 
on-the-air programs. 


Official Films this week became 
the first distributor to announce 
its full roster of 1958 syndication 

Latest pilot in production is for a 
sociological crime series, Confession. 

Other series on the Official slate: 
Calamity Jane, Western Union, Big 
Foot Wallace (all westerns), Signal 
Eleven (detective), and Adventures of 
the Invisible Man (action series based 



650,000 TV VIEWERS IN 


You can reach only one conclusion when 
you study A.R.B., Pulse, Hooper and other 
rating reports: People here have an over- 
whelming preference for WSBT-TV! No 
other area station comes close to WSBT-TV 
in the number of top-rated shows carried. 
Chicago and Michigan stations aren't even 
in the running. 

There's more to this market than meets the 
eye. The 14 counties in WSBT-TV's pri- 
mary coverage area account for annual 
sales of $974,611,000— .5063% of the Na- 
tion's total! 

Ask your Raymer man for the details or 
write to this station. 

i Sorthern Indiana 
and Southern Michigan. Set count, 
180.570—3.6 persons per family. 




on H. G. Wells' novel, to be filmed in 
London) . 

More new offerings : Warner Bros. 

starts production this month on an 
hour-long series, Public Enemy . . . 
CNP will offer Union Pacific, which 
has already been sold to the series' 
name-sake in markets the railroad 
serves . . . The 15-minute Patti Page 
Show has been re-edited into a half- 
hour series, for immediate distribution 
by Screen Gems. 

1 MCA has upped its sales of Mickey 
Spillane's Mike Hammer to 114 
markets. Latest sales to Lone Star 
Beer (covering all of Texas) and John 
Labatt brewers, both on a 52-week 

Other brewers who have bought the 
series include Carling's Red Cap Ale, 
and Budweiser. Philip Morris 
(for Marlboro), American Home 
Products and Gallo Wine are 
among other buyers. 

Other late sales: Schlitz, O'Keefe 
! Brewers and Interstate Insurance 

are most recent renewers of CNP's 
Silent Service. Second series of the 

J 10-month-old program went into pro- 
duction this week . . . CNP also ne- 
gotiated a sale for daytime stripping 
of Medic re-runs with WABD, N. Y., 
and WTTG, Washington, plus WLAC, 
L. A. . . . Official Films' Big Story is 
up to 44 markets, with recent sales to 
Budweiser, Progresso Foods, Best 
Foods, Carlings Brewing and Pa- 
cific Gas & Electric . . . Another Of- 
ficial product, Decoy, has added these 
sponsors: American Home Products, 
Wilson & Co., Nash Dealers, the Kro- 

' ger chain, Colgate-Palmolive, Blue 
Plate Foods, General Cigar and Jacob 
Schmidt Brewing. Total markets: 79. 

| Lassie has come back to TPA on 
the tail-end of a capital gains deal. 

Jack Wrather not so long ago 
bought all rights to Lassie from TPA 
and Robert Maxwell. This week he 
turned over to TPA the syndication 
rights to 103 Lassie episodes as al- 
ready sponsored by Campbell Soup. 

The deal does not affect the Camp- 
bell connection. 

INTA is offering a mass of features 
series, and shorts on a subscrip- 
tion basis. 

Tbe catalog contains over 1.000 sub- 

1 FEBRUARY 1958 

Stations subscribing have a choice 
of the entire catalogue, when and 
where it wants to use. 

Ratings data: Ziv's Sea Hunt's 
premiere 12 January over New 
York's WCBS TV, got a 25.3 rat- 
ing (ARB) against 12.6 for Your 
Hit Parade. Previous network show 
la mystery) in that time slot (10:30 
p.m. Saturday), rated 18.8 in Decem- 
ber, tying Your Hit Parade. 

Merchandising Notes: 

Ziv named its latest series, Target, 
because of the title's merchandising 

Ziv's sales promotion department has 
been pushing the title for a long time, 
but the new series is the first that fits 
the objective. (Adolph Menjou stars.) 

Strictly Personnel: Joseph M. 
Brandel, named v. p. of Ziv's overseas 
company. International Television Pro- 
grams . . . Carroll Bagley, to Screen 

Gems as national sales executive. 

Screen Gems also announced expan- 
sion of its sales force, naming A. 
Frank Parton as head of its new 
Southwest Area. Richard Campbell 
will be salesman in the area. 


More than 300 agency people in 
60 taxicabs ran down the clues in 
a Mid-Manhattan Treasure Hunt 
staged 23 January by the Crown 
Stations to cap their New York 
sales presentations. 

First prize of an $18,000 Ampex 
Stereophonic Tape Recorder went to 
Walter Teitz, of Dancer-Fitzgerald- 
Sample. Vespa scooters were won by 
Marion Jackson, Foote. Cone & Beld- 
ing; Dick Boege, Dancer-Fitzgerald- 
Sample; Bette White, Young and Rubi- 
cam; and Hubert Sweet, Atherton and 

Other prizes: RCA hi-fi sets were 
won by 15 contenders and ski sweaters 
by five others. Cocktails and a buffet 
at the Waldorf topped off the excite- 

The fee-tv debate is spreading in- 
to local communities. 

A recent instance: the Omaha Area 
Radio-Tv Council, which hosted a 
luncheon-discussion and drew 150 
Omaha officials and industry people to 
hear William Nail and Frank Fogarty 
(of WOW) speak up for and against. 

Powerful 50,000 watt 


Now this is the kind of ride that advertisers 

really enjoy: 

Coverage that reaches and sells 1,113,000 people 

in the 111* county Greater Salt Lake Market. 

And these extra rides are free . . . Complete 

merchandising programs guided by our expert on 

sales, Harry Fletcher, to include: surveys, 

in-store displays, contests, mailings 

and on-air promotions. 

Take advantage of the plus 

selling that you get only on the 

Big "K," and get your share 

of free rides today! 

CBS For the Mountain West 


Dedications: WPST-TV's new stu- 
dio building in Miami on 17 January 
. . . KPAR-TY*s new Abilene. Texas, 
studios and power increase on 9 Janu- 

KSD-TV. St. Louis, will erect a 
1649-foot toner, extending its coverage 
area about 70' \ . 

Station on the air: KVII-TV, Ama- 
rillo, Tex., has gone into operation. 
It is affiliated with ABC and owned by 
Southwest States, Inc. 

w ii m 


Transfer: Edward P. Talbott has 
purchased controlling interest in 
KAVEAM-TV, Carlsbad, N. Mex., 

from Mr. and Mrs. John H. Battison, 
pending FCC approval. 

Honored: Ray Stewart, public af- 
fairs director at WHTN-TV, Hunting- 
ton, W. Va., awarded a citation from 
the Polk County Medical Society in 
Des Moines. . . . Charle9 C. Bevis, 
Jr. general manager of WBUF, Buf- 
falo, appointed by Governor Harriman 
to the Governor's Citizens Council on 
Traffic Safety. 

Where they are: Kenneth B. Craig, 
program director and A. Richard 
Robertson, promotion and publicity 
director, for KTVU, Oakland, Cal. . 
Lou Markham, salesman for KWTV. 
Oklahoma City. . . . Peter Good and 
Leonard Guion, to the sales staff of 
WWJ-TV, Detroit. . . . Dick Drum. 
my, Jr., national sales manager; Bob 
King, local and regional sales man- 
ager ;and Rom Palmer, in charge of 
programing and production for 

WFAA-TV, Dallas, Tex Houston 

D. Jones, assistant commercial man- 
ager for WAVE-TV, Louisville . . . 
Irwin C. Cowper, v.p. in charge of tv 
sales for WTIC-TV, Hartford, Conn., 
. . . .Roger A. Newhoff, sales plan- 
ning coordinator for WRC-TV, Wash- 
ington . . . Bill McClinton, assistant 
public relations director for WIIC, 

Pittsburgh, Pa Glenn W. Maehl, 

to the sales staff of KTVU, Oakland, 
Cal. . . . F. W. Hagerty, sales serv- 
ice and merchandising manager for 
KOMO-TV, Seattle . . . Bill Fitzger- 
ald, to the news staff of KMTV, Omaha 
(inadvertently listed WMTV by SPON- 
SOR) . . . Jules Rivlin, tv sports editor 

for WHTN-TV. Huntington, W. 
. . . C. P. Hasbrook, chairman of 
board of directors, and Stuart 
Martin, president of Mt. Mansfieh 
Television, Burlington, Vt. . . . Ri< 
ard P. Williams, assistant promotioi 
manager for WVUE-TV, Philadelphia. 

On the move: Roger Lee Miller, 

tv director for WTCN-TV, Minneapo- 
lis-St. Paul . . . Everett Aspinwall, 
to the news staff of WCSH-TV, Port- 
land, Me. . . . Kenneth Rabat, sports 
and staff announcer for WWTV, Cadil- 
lac, Mich. . . . Paul R. Swimelar, 
local sales manager for KOMO-TV, 
Seattle . . . Jack Allen, retail sales 
manager for WPST-TV, Miami . . . 
Henry A. Magnuson, night news edi- 
tor for WCSH-TV, Portland, Me. . . . 
Joseph Leeming, manager of press 
and publicity for WBUF, Buffalo . . . 
Jack Barry, operations manager for 
WPST-TV, Miami . . . Marvin Camp, 
supervisor of press and public rela- 
tions activities for WOR AM-TV, New 


Fortune in the February issue cred- 
its the independent stations for 
radio's phenomenal revitalization 
as an advertising medium. 

The central figures in this narrative 
are the Bartell brothers. The article 
describes the Bartell's growth as 
owners of an independent group, and 
their philosophy of operation. 

Also noted in the article is the rise 
of other chain operators, like Todd 
Storz, Gordon McLendon, the Plough 
Group and Westinghouse. 

The competitive surge of the radio 
networks in the past year or two is 
also mentioned. 

Don W. Burden, who this week 
bought KMYR, Denver for $400,- 
000, appears on the way to join 
the rising host of station-group 

In addition to owning a major share 
of KOIL, Omaha, (of which he's presi- 
dent), Burden also controls KWIK, 

KMYR, 5 KW on 710 K.C., was j 
bought from Bill Dolph-Herb Petty, j 
with James Blackburn as broker. 

WBOE, Cleveland Board of Edu- 
cation Station, has offered its fa- 
cilities to carry the programs of 



as impossible as trying to sell Portland without 

12 JU 


Best cost-per-thousand buy plus coverage and audience* — 

that's why KPTV, Channel 12 is your MUST BUY media to sell the vast 

Oregon and Southwest Washington market. 

Oregon's FIRST Television Station • Repre 
* November Telepulse 

inted Nationally by the Katz Agency, Inc. • Srterfu/e Portland, Oregon 


WERE-FM during the month that 
station is off the air to permit in- 
stallation of new antennas. 

WERE-FM is having it? power upped 
to 40,000 watts, which will make it 
one of the country's most powerful FM 
stations when it returns to the air in 

WCPO, Cincinnati, has replied to 
loeal pleas for classical music and 
cultural appeal programs by of- 
fering: the free use of its FM fa- 
cilities to the community's edu- 
cational and cultural groups. 

Response by civic leaders has been 
immediate. They've formed the Com- 
mittee for Enjoyable Listening to pro- 
vide high level programing not avail- 
able on commercial stations. 

WSAI, another Cincinnati station, 
is jacking up its FM programing 

Following an experimental 3-hour 
"Milton Cross Presents'' program, the 
station received 1200 pieces of mail 
asking for more classical music. As a 
result, WSAI is resuming FM pro- 
graming on a regular basis. 


... to help run KWFT . . . my old sidekicks . . . Homer Cunningham, 
program director . . . Lew Dickensheets, assistant manager . . . and 
Dave Dary, news director. Greeting them is Les Pierce, sales manager. 

If you know these guys, you know why I snared them . . . they're 
the greatest ! 

The mug at left is me, Ben Ludy . . . proud new prexy of KWFT. 
We bought this station for its fantastic coverage . . . 1/2 mv/m 
radius of nearly 250 miles ... in the rich Southwest. 

It's a great station . . . and getting greater! A big value for your 
ad dollar . . . and getting bigger! Your H-R man has all the dope. 


^ 20 KWFT 

O J. W kc -- Wichita Falls, Texas 

Call Your 


Here's where they are now: Stuart 
H. Barondess, station manager for | 
KCLL. Fort Worth-Dallas, Tex. 
Wendell W. Doss, to the sales staff | 
of WTCN. Minneapolis-St. Paul . . . i 
Charlie L. Getz, Jr., publicity direc- 
tor for KYW AM-TV, Cleveland . . . [ 
William Dean, account executive for 
KMOX, St. Louis . . . Carleton Sieck, 
eastern sales representative for KNX- | 
CRPN . . . Carl Gadd, program di- L 
rector for KWTV, Oklahoma City . . . 
George H. Bush, managing director 
for KTYL, Phoenix . . . Laurese | 
Byrd Gordon, promotion and adver- ' 
tising director for WTOP, Washing- I 
ton . . . Ray Reisinger, promotion 
director for WCKR, Miami, Fla. 


Three British Columbia stations 
have pooled their national sales 

The attraction: National advertisers 
will be able to buy the Okanagan $100- ) 
million retail sales market on one con- 
tract at an attractive cost-per-1000., ! 
and benefit from the reduced cost of 
selling the stations. 

The CARTB will hold its annual .: 
convention in Montreal 30 March-2 
April at the Sheraton Mount Royal I 

BBM will host a luncheon meeting 
on the second day of the meet. 

Canada Packers Limited doesn't 
think that giveaway shows are in thei 
company's best interests. 

Hence it has cancelled its sponsor-' 
ship of its two quiz shows, Who Am I? 
and It's My Living. 

Agency appointments: Needham, 
Louis & Brorby, Chicago, for Thorn- 1 
as J. Lipton, Ltd. Services on the ac-i 
count will be coordinated through thel 
agency's Toronto office . . . O'Brienl 
Advertising, Ltd., Vancouver, fori 
the Pacific National Exhibition, cen-1 
tennial celebration of British Columbia.! 


People: John J. Vince, copy direcl 
tor of the Toronto office of Batten. Bar-I| 
ton, Durstine & Osborn . . . Stai 
Clinton, CBC film cameraman, 
pointed to the Canadian Society 
Cinematographers . . . Bruce Mc- 
Leod, general manager for CKGN-TV, 
North Ba\ . . . R. E. Jacob, president 
and general manager for Canadiar 
Crittall Metal Window Ltd. ^ 




ad medium 

for 1958 

tops in 



National representative: 

NBC Spot Sales 

*Tops, reports November 1957 ARB, with 
48.0 share of sets in use from sign-on to sign- 
off 7 days a week in the Albany -Troy -Schenec- 
tady metropolitan area. 

Gwtt A06um4 of Mit4it Station 


a 3 months study 
of listening habits 


has more listeners 

in essex county 

than any radio station 

in New York or New Jersey 

Essex County: population 983,500 

Effective Buying Income $2,324,743,000 
per family E.B.I.— $7,940 

Source-. Sales Management — 

Survey of Buying Power -May 1957 

WW W/ IMIJP Newark, New Jersey 

RADIO STATION OF %\\t Kctoarfe #ews 

% A copy of this revealing report will be mailed to any advertiser or agency. 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 



Copyright 1958 

How long or how often the Moulder subcommittee on legislative oversight will 
keep the FCC on the front pages was anybody's guess this week. 

In any event the on-again-off-again probe of alleged misbehavior of FCC commissioners 
is on again. That is, almost definitely. 

The fires that broke out when an investigative report leaked from the Moulder group 
into the newspapers have been banked. And all between Moulder and Rep. Oren Harris, par- 
ent of the House Commerce Committee, is in agreement — at the moment. 

Said Harris: The only difference of opinion was over chronology — whether general hear- 
ings would precede the specific probe of irregularities or not. 

The Harris pronouncements on the opening of the hearings didn't exactly clarify past 
events, and they were even less clear about the future. 

Declared Harris at first: (1) Premature publication of the Moulder staff's 30-page reci- 
tation of alleged misdeed by FCC commissioners had done "immeasurable harm," blackening 
names with no opportunity for defense; (2) The subcommittee always meant to probe the 
charges; they were even unanimous on that; (3) In view of all the furore, he planned to 
move for open hearings on the charges. 

Later Harris appeared to switch again; h 1 ? said the committee room would be available 
for officials of any agencies to answer charges in public. He set 2-4-5 February as the dates. 

It was not made clear whether on these dates the FCC commissioners would appear at 
the bequest of the Moulder subcommittee or merely to refute the accusations, if they so wish 
to do. 

The charges included (1) free tv color sets; (2) payment of expenses for attendance at 
industry functions; (3) acceptance of per diem reimbursements from the Government after- 
wards; (4) questionable decisions in some 60 cases of tv channel competition; (5) political 
pressure in such cases; (6) consultations on the outside with parties having matters up for 
decision before the FCC. 

Now that the House has the broadcasting industry in the frying pan, the Senate 
Commerce Committee is stoking up the fire. 

First of the Senate committee's hearings to be assigned a definite date — 11 March: the 
Smathers bill to require broadcasters to divest interests in the record and music publishing 
firms. The target, obviously: BMI. 

Waiting a date, but on the "must" schedule, is the Langer (R., N.D.) bill to forbid ad- 
vertising of alcoholic beverages on radio and tv. 

Hearings are finally scheduled for the Bricker (R., Ohio) bill providing for FCC regula- 
tion of networks on the same basis as individual stations are now regulated. 

The Bricker bill hearings are complicated by the unwillingness of the FCC to make com- 
ments on the subject pending the outcome of their consideration of the Barrow report. 

The FCC's network study under the chairmanship of Dean Barrow also suggested the 
possibility of network regulation. The Committee will want the FCC to testify, but it is a 
question how long it will wait. 

The House Commerce Committee has concluded its pay-tv hearings and was set to 
consider what it should do, if anything, to forestall the FCC-approved test of the 











SET OF 5 (9" X 12" PRINTS) $4.00 

nf or mat ion packed "use" books that should be on every air 
' Executive's desk and a series of famous Jaro Hess Cartoons to dress up 
| [ny office — yours for the asking or buying. 

* iach book serves a particular function in the broadcast field. 
Standards of the industry, they supply 
aried data on TV & Radio Stations, 
>n programing & markets all over America 
or agencies and advertisers. 
Others supply facts on agencies & personnel. 
\11 are catalogued for easy references and have 
jroved to be vital tools for admen & 
broadcasters everywhere. 
Drder the ones you need today. 




Evaluation Study 

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40 E 49 STREET, NEW YORK 17, N. Y. 

Please send me the following book(s) TOTAL 


□ JARO HESS CARTOON SETS at $4.00 per set 

□ BUYERS' GUIDE at $1.00 each 

□ TV RADIO BASICS at $1.00 each 

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□ ALL MEDIA STUDY at $4.00 each 

□ TIME-BUYERS OF U.S. at $2.00 each 



enclosed find check 

bill m 

e later 

A round-up of trade talks, 
trends and lips for admen 


I FEBRUARY, 1958 TV stations catering to rural audiences have a different slant on the popularity 

mH ..7.?M?. M me " f broad comed y than the networks. 

Judging from the mail and ratings, the farmers can't have enough funny stuff. 
As a case in point: One of the most popular syndicated shows in the less popu- 
lated areas is the Honeymooners — Brooklyn accent and all. 

CFor the year's outlook of tv film, see special report, page 41.) 

Visitors to an agency which moved from Madison to Fifth Avenue note a change 
in the character of the upper personnel. 

There's legs of that overwhelming Ivy League look and attitude. 

McCann-Erickson is finding itself squarely in the middle of an argument be- 
tween the two factions in its Coca-Cola account: The parent company and the bottlers. 
The nub of it is this: 

• The parent company is pressing for the expansion of the family-sized bottle be- 
cause it means more use of the Coca-Cola syrup and enlarged profits. 

• Rather than invest in equipment for the larger bottle, the franchise-holders show an 
inclination to up the price of the smaller bottles. 

The rating battle among the tv networks is forcing more and more personal appear- 
ances on the road by the stars of filmed shows. 

Hollywood actors have come to see the silver lining in these tours: A chance to cash 
in on their popularity at the grass-roots level while they're up there on top. 

Here's why some advertisers are loath to cancel out abruptly from a major tv 

(1) The big promotional buildup the show got among the sales force, and (2) the 
transfer of this buildup to the dealers by the company's salesmen. 

Reported out of Detroit: An agency is about ready to toss in the towel on an 
account that's been in the house less than a year. 

To tool up financially for the business the agency borrowed over $1 million from 
a bank, cut out dividends, and reduced salaries in the higher brackets. 

Before the disk jockey became the personification of the local musical program, radio 
stations tried to get an image across via colorful program titles. 
You may remember some of these: 

Around a Gypsy Campfire Magic Carpet of Melodies 

Castles of Romance Madonna of the Blues 

Dancing with Your Loved One Music from Paradise 

Dream Caravan Music Makes You Beautiful at Breakfast 

Dreams of Remembered Love Songs for Lonely Housewives 

Echoes from the Lorelei Troubadour under Your Window 

Love Songs for a Bride Voice of the Heart 


—Ill audiefflCe In the 3-station Atlanta market WSB-TV has 

a 42.6% share of the total tune-in, sign-on to sign-off Sunday through Saturday — (ARB 

8 months average, May through December, 1957). 

— in COVerage In the 50% or better penetration areas WSB-TV 
covers 100 counties; 25% more than station B- 79.°L mnrp than station C (NCS 

2% more than station C. (NCS No. 2.). 

— in retail SaleS In the 50% or better penetration areas, counties 
covered by WSB-TV have retail sales of $2,209,524,000. This is $135,277,000 more than 
station B and $456,271,000 more than station C. (SRDS Consumer Markets.) 

— In facilities Full power on low Channel 2, local programming 
of nationally recognized professional caliber, Southern leader in telecasting in 
the public interest. Affiliated with The Atlanta Journal and Constitution. 
South's largest newspapers. NBC affiliate. Represented by Retry. 

"White Columns" is the home of WSB-TV and WSB Radio 



(Continued from page 36) 

the picture taken is poor. A low-grade 
shot would give the performer an op- 
portunity to plug one of Polaroid's 
prime copy points: "if your picture 
Isn't good, you don't have to wait to 
find out — you know it right away — all 
you have to do is take another shot.'" 

The live, picture-taking approach 
was started by Polaroid in 1955; Dave